Morrison & Foerster: Rethinking Cleantech

Morrison & Foerster

Morrison & Foerster, one of the world's most prestigious law firms employs over 1,000 lawyers in 16 offices globally. With exceptional legal expertise and strategic business focus, MoFo serves the world's most successful companies.

Morrison & Foerster Morrison & Foerster Morrison & Foerster Morrison & Foerster

The Approach

  • Competitive Analysis
  • Concept Designs
  • Prototypes
  • Template Design and Production
  • Custom Graphics and Assets Creation
  • Marketing Strategy
  • Style Guide

The Challenge

A law firm as large and successful as Morrison & Foerster doesn’t get to that position by being average. And with a company steeped in so much tradition, they’ve made their name by providing world-class legal representation. Today, they are among the most forward-thinking law firms, with a business strategy, branding, and positioning unlike any other firm.

When MoFo launched a new Cleantech practice, they wanted to launch it with a new approach and break with tradition. As the world is mainstreaming social responsibility and environmental efforts, MoFo wanted their Cleantech practice representing the forefront for the legal end of the movement.

The Solution

When MoFo hired Rapture Studio, we were excited to be a part of such an innovative initiative for a firm with the reputation of MoFo. We interviewed the practice leads to understand their goals for the practice and the different specialities Cleantech law would handle. When we understood the challenge, we wanted to find a way to bring the MoFo tradition into the sub-branding of Cleantech. We matched the font and style of the Morrison & Foerster name, while giving a different treatment with colors and boxes around the two parts of the word, Cleantech. We gave the name a green and unique feel, while keeping the style consistent with MoFo. To launch the practice for MoFo’s public debut, we created marketing and conference materials. They provided us with some of their internal icons and we designed new icons and modified some of the existing icons to better fit with the Cleantech brand we designed. As we had researched the conference participants, we chose a vibrant orange backdrop and additional graphics to match with our iconography to help MoFo make an entrance.

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