Discover uncommon ground.

For far too long, the practice of big law has stagnated under cumbersome structures and outdated conventions. Woods Rogers was looking to change that dynamic. A fusion of two of Virginia’s most formidable law firms, the new firm aimed to become a unique force in the market attracting bigger and more sophisticated opportunities. They wanted the new firm to be a destination, mentioned in the first breath when discussing top-tier law firms. To stand out in a crowded market, they required a cohesive brand story and a captivating visual presence. They approached Contrast with two primary challenges: providing guidance and direction on a firm naming strategy and developing a dynamic foundation to position the new firm moving forward. It was time for uncommon.

An energetic visual identity.

Following the merger, Woods Rogers aimed to eliminate ambiguity and market confusion by building on the existing equity of each founding firm. They sought to inspire their people internally with a unified brand that everyone could rally behind. In a highly competitive legal market, they knew they needed a bold, new visual identity—one that reflected their strong presence in Virginia. Drawing inspiration from the state's iconic landscapes, we conceived an identity system that captures a sense of movement and energy. A brushstroke-like feel symbolizes the firm's dynamic nature and the fluidity of their operations. From a vibrant, dynamic logo to shape systems that cascade through digital ads, this versatile look and feel was crafted to be memorable and distinguished within the law sector. The result? A cohesive and compelling brand identity that ensures Woods Rogers stands out and engages both clients and employees alike. This new visual identity not only unifies the firm but also solidifies its position as a leader in the legal industry.

Anchored by an Uncommon messaging framework.

The logomark and brand identity established a visual foundation for Woods Rogers. A powerful messaging structure connected the firm’s appearance to its ethos. Centered around the theme of "Uncommon," this concept encapsulates the firm’s distinctive approach to law, operating philosophies, and culture. "Uncommon" reflects a unique mindset that sets the firm apart from others. With a subtle nod to the Commonwealth, the messaging structure goes beyond a simple tagline and serves as a guiding principle adaptable across various communications. "Uncommon" is designed to speak to both internal and external audiences, enhance onboarding materials and support diverse messaging strategies. This approach ultimately lays a solid foundation for future campaigns and creative concepts.

Designed to scale in every direction.

We aimed to create a vibrant and scalable visual identity for Woods Rogers, encompassing everything from their website and digital marketing to their thought-leadership content and pitch decks. Our goal was to craft a brand image that was fun, approachable, and embodied a playful aesthetic with vibrant energy, making it something attorneys and teams would be proud to promote. By utilizing simple design constructs and a focused color palette, we ensured visual unity across all platforms, while our flexible designs allowed for a wide range of applications. The result is a brand that people want to be a part of, conveying a sense of belonging to something bigger.

Kristen Chatterton

‍Director of Marketing and Business Development