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FMC Law 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Business/Professional Services, Legal
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
FMC LAW is a corporate/commercial Canadian law firm, with six offices in all the major business centers of the country. The corporate legal market in Canada is saturated with large firms, with FMC LAW ranked in the center of the pack.

Fraser Milner Casgrain LLP had moved forward with a number of successful strategic initiatives and wanted a new visual identity that would represent these changes to the market.

The fundamental difference between FMC LAW and its competitors is that they are a relationship law firm, as opposed to a transactional law firm (big, one time deals). They have focused on being strategic guides for their clients. As such, we settled on the metaphor of the compass, FMC LAW will guide their business clients to success. This bold new look and name are intended to provide more clarity to new and current clients regarding the nature of the business and the level of service and guidance provided to clients.

The brand only launched recently so quantifiable results are still forthcoming. However, FMC LAW has already received dozens of compliments from existing clients, and internal pride has increased. CEO, Christopher Pinnington announced at the launch party, that the new brand materials made him “bristle with pride.”


Client: Fraser Milner Casgrain LLP -
National Director of Marketing: Bryan Frantz
National Manager of Marketing:Alison Janzen

Brand Strategists/Designers: Hagon Design -
Creative Director: Ben Hagon RGD
Designers: Philip Mondor RGD, Joshua Emberlin, Christopher Cressman, Jen Hoch
Copywriting: Adrian Newbould


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