UNDERHILL & HODGE
RESPONSIVE WEB DEVELOPMENT
BRAND IDENTITY DESIGN
Underhill & Hodge LLC is a Columbus-based law firm specializing in commercial real estate transactions. Underhill & Hodge initially approached us in 2016 to help establish a brand for their firm after its two original partners joined forces.
In the three years since, their firm has experienced tremendous growth, almost doubling in size, expanding its practice areas, and representing blue chip real estate developers in transactions with major corporations including Google and Facebook.
Amidst this momentum, they approached us to facilitate a rebranding to represent this new evolution of their firm and to position themselves for years to come.
Our engagement began with an in-depth discovery process. By asking a series of in-depth questions, we were able to extract the essence of the firm and understand how they wished to position themselves for the future: as the experts in commercial real estate law, known for using decades of diverse experience to simplify complex real estate matters into successful transactions. Extrapolating this, we created a messaging platform and developed the written copy for their website to support this narrative.
Design-wise, we knew that the world of real estate is a visual one, evoking images of blueprints, stunning renderings, and larger-than-life property photographs. Given the firm’s niche specialty, we wanted to create an immediate visual association to this world, developing an “architecture-meets-law-firm” look and feel, rather than a stuffy, generic law firm website that holds untrue to the firm’s experienced yet creative and inviting culture.
We began by producing a photo shoot, ditching the all-black suits and ties on a solid colored background and instead shooting on-location with natural lighting, in a building reminiscent of something you’d see in Architectural Digest. Taking to the web, we curated a brighter, more energetic color palette, implemented sleeker sans serif fonts, and utilized their bold imagery as the primary focal points throughout the website.