When Kaufman & Canoles needed a new brand, they didn’t just trust us once. They trusted us twice.

Our work first began in 2009, when Otto created a bold new Kaufman & Canoles brand that included a logo, tagline, print advertising, website and more. Featuring bright orange and a clean, confident look, it was an eye-catching statement from a law firm with a sharp competitive edge.

Sixteen years later, Kaufman & Canoles has grown to become the largest business law firm headquartered in southeast Virginia. And while the company still loved their brand, they also recognized they were entering a new era—one with new leadership, innovative strategies and broader capabilities. They wanted a brand that reflected that shift while also honoring the firm’s legacy.

Otto started round two by digging in to Kaufman & Canoles’ strengths and weaknesses, asking tough questions and working together to discover the firm’s new voice. Instead of throwing out their old brand, we modernized it—updating the brand architecture and revising the logo to reflect the firm’s new reality. We introduced a new graphic mark and revised the logo, and we designed and delivered new promotional materials in time to kick off the new year.