Campaign, Initiative, Program, and Event Lockups
Below are examples of how the refreshed brand system has been extended and elevated through custom lockups—each one tailored to specific firm campaigns, initiatives, programs, and events, while maintaining a cohesive and consistent visual identity.
Goodwin | Brand Refresh
The Goodwin brand refresh has been an ongoing, multi-year initiative designed to modernize the firm’s visual identity, streamline communications, and better reflect our evolving brand positioning: Unprecedented. Unprecedented in how we think, how we work, and how we practice law.
The first phase began with a comprehensive audit of all existing brand collateral. Working closely with the Art Director, we redesigned, reprioritized, and realigned the firm’s visual language—shifting from a system that felt heavy and outdated to one that is bold, flexible, and modern. Using the original guidelines as a foundation, we redefined the color palette, restructured typographic hierarchy, and built out a scalable system to grow with the firm.
In partnership with our Art Director and Marketing Manager, we created a more strategic, efficient approach—updating content structure, streamlining approval processes, and developing a tone of voice that’s both clear and human.
Over the course of this multi-phase refresh, my contributions have included everything from logo, icon, and image development to redesigning core brand materials—such as one-pagers, pitch decks, signage, event collateral, a social template library, redesigning our Multimedia Studio and Suite at MSG, and a fully redesigned website (launched in 2022). What started as a visual refresh has become a firm-wide cultural evolution.
Art Direction: H. Chong
Design: J. Deihl, A. Shafi
Junior Designers: I. Ludlow-Smith
Copywriters: D. Agostini, A. Yam
Project Managers: E. Dickman, D. Ferrer
Animation: RR Donnelley