Ursel Phillips Fellows Hopkinson LLP: Brand Positioning and Awareness Strategy

Although Ursel Phillips Fellows Hopkins LLP (UPFH) changed their name in January 2013, the firm, specializing in labour and employment law wanted to ensure their reputation as fierce defenders of unions, professional associations and individuals remained intact.

The partners at the firm contacted Cubicle Fugitive to develop a new look for the firm, as well as design and develop a new website. With an impending move to a new location, the firm was under intense pressure to design an entirely new look for the firm that captured the young, vibrant and socialist bent of the firm. Working with firm partners, Cubicle Fugitive created a new logo that incorporated the long firm name, new acronym and the firm’s tagline “Justice at Work.”

We worked closely with UPFH to roll out the new brand into beautiful stationery and a stylish and highly functional website that highlights the workers they represent.

Through interviews with the firm’s new partners and after performing a thorough competitive audit, we set to work visualizing UPFH’s new brand through colour, photography, font selections, and a new logo.

We worked closely with UPFH to roll out the new brand into beautiful stationery and a stylish and highly functional website that highlights the workers they represent. We also worked closely with the firm’s architects to incorporate the new colours and brand into the firm’s new lobby, including designing and facilitating the lobby and street-level signage. Since then we have worked with the firm to design and develop holiday cards, event invitations, a microsite and a student brochure.