Stepping off the elevator and entering the reception area of Graydon’s rebranded office space evokes a similar reaction from clients and guests alike, “Wow this doesn’t feel like a law firm!”
We invite you to follow Kolar’s journey in creating a new Graydon brand, and transforming the customer experience within their new offices.
In May 2014, Graydon’s ‘Committee on the Future’ challenged their Chairman, Tom Prewitt to create a legacy of change. Within the firm, Tom has always been one to embrace change, and this promised to be his biggest challenge. Fortunately, Tom believed in the power of design. He understood the importance of experiences and he knew, for the firm to remain relevant, change was imperative. He wholeheartedly embraced the concept of transformation as Graydon was about to step into a new era. Tom noted, “It was time for a transformation. It wasn’t about just a move to a different office but a larger transition, the opportunity to change the many things we’ve wanted to change over the years.”
The Graydon leadership team started the transformation by redefining their vision statement.
Greater Cincinnati’s most innovative and vibrant law firm, recognized by our clients as an indispensable partner, providing exceptional service and expertise.
This vision established Graydon’s progressive attitude and appetite for change. Kolar was then challenged to redefine the brand, setting a framework to:
Define the signature quality of Graydon
Build upon their most ‘innovative’ and ‘vibrant’ vision
Create a new identity, message platform and website
Reflect their important position within the Cincinnati community
Drive change in the overall Graydon culture
At Kolar, we place a heavy emphasis on the front end of our design process, spending time to discover and learn before crafting a successful design strategy. In our discovery work with the Graydon team we interviewed key stakeholders, conducted a survey with staff, and facilitated a design thinking workshop. We gathered 25 members of the extended Graydon team, representing a diversity of voices and generations, to help build a consistent brand foundation. The workshop was a full day, resulting in great insights which lead to creating a narrative we could all support.
The core idea encompassing the Graydon narrative is ’Connections’.
WE’RE WITH YOU
The most powerful relationships in life are built on authentic connections; where you know each other so well, you can anticipate what the other thinks and needs. You respect where each other is coming from because you’ve been through it together. You’ve experienced the joys, and the pain. At Graydon, we aren’t just legal service providers; we’re our clients’ constant counsel. We get to know our clients, their personal and professional experiences, so well in fact, we are truly partners. Our relationships run deep because we’re always there – sharing our knowledge, anticipating what lies ahead, navigating change, forging a way to the best outcomes.
For 140 years, Graydon has been an indispensable partner, building relationships with our clients, and the communities we serve. With deep knowledge, and even deeper empathy, we remain connected to you.
With our core narrative of ‘connections’ in place, our next objective was to create a comprehensive identity system. Our logo exploration ultimately lead to the use of ‘conversation boxes’. This graphic element is used to visually express how Graydon connects with their clients, colleagues and the community. The overlap of translucent elements is symbolic of the magic that happens thru Graydon’s connections. The resulting square becomes the geometric shape that forms the basis for the identity system.