Challenge:
To reposition Dumas & McPhail as a leading national Law firm focused on the representation of creditors, who are its primary clients and its primary area of emphasis. Having seen growth into key Southeast markets, the firm realized that their previous identity was preventing them from several key account acquisitions.

Solution:
A thorough positioning investigation was completed through internal interviews, as well as market and competitve assessments. Pixallure recommended the the core brand message be built around concepts of strength, stability and experience. Pixallure created the corporate identity, business papers, branding literature including attorney profile sheets, firm capability brochure and web site. The dynamic (and visible logo) reinforced the firm’s positioning. The symbol also reflected characteristics of their family history and name, which were goals established originally in the creative brief.

Result:
The launch of the new brand was a huge success and continues to communicate a bold message about the firm. The launch was immediately recognized by legal piers as unique and dynamic. The identity has also received several national and international awards for creative excellence.