Mueller SC:
Creating a brand that puts the focus on the people

Partnering on like values

It’s not often a law firm will approach their business by truly making people their priority. Mueller S.C. is not your typical law firm, though. Passionate about law and providing well-rounded legal counsel, Mueller S.C. is committed to providing personalized one-on-one attention to their clients.

When Attorney Lance Mueller started his practice in Milwaukee, and after spending many years at a large law firm in the Fox Valley, he knew he had to approach his brand in a different way. As a new business who needed a full branding solution, it was important to find a digital branding agency who shared the same values and vision as he did. Our team was excited to partner with Mueller S.C. to launch their new brand in MKE.

From conception
to creation

As a completely new business, Mueller S.C. was starting from scratch with everything they wanted to do. From logos, business cards, letterhead and envelopes, to tone of voice with messaging, web and marketing materials—you name it and it needed to be done.

What we delivered:

  • Full Brand Identity Package
  • Comprehensive Content & Information Architecture Strategy
  • Responsive Design & Development (WordPress CMS)
  • Content Editing & On-site Search Engine Optimization
  • White Paper Design Templates

Establishing a Brand Identity

Developing a brand identity is more than just picking some colors, choosing a font and buying a logo design for $99 online. It’s about creating an image that resonates, moves, and aligns your values with your audience.

To design the logo mark, which is the primary visual representation of the brand, we conceived multiple design concepts that resonated with various themes that identified with Mueller S.C. These were provided in black and white formats, and were refined to the final design concept shown.

We then worked with Mueller S.C. to define a color palette that was professional yet approachable, cool yet capable.

The logo mark, color palette and typography shown here are the final products that are the visual equivalent to the personality, values and vision that represent Mueller S.C.

The Typeface

Lato

The Color Palette

Approachable

 
Android Green
#A8CB47
 
Hoki
#5E7B8D
 
Steel
#676767
 
Light Gray
#D1D1D1
 
Battleship Gray
#838383

Comfort and Trust Built on Consistency

Inconsistency in the visual representation of a brand can quickly deconstruct the comfort and trust people have in it. Seemingly unimportant elements such as letterhead and envelopes, or more important elements such as business cards can make or break the consistency of a brand image.

From Logo to Collateral and Web to Marketing

Tieing in all the new elements of the brand, we were able to develop a focused, consistent look that helped convey the tone and messaging that was needed to create the emotional reaction desired within the website. Trust, professionalism and approachability were all feelings that clients seek in their legal counsel, and were able to find in Mueller S.C.

Visit Mueller S.C.

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