Background
Evolving a long-established legal brand for a new era of clients.
HTTS came to us at a turning point. Their reputation had grown through word of mouth, but their digital presence no longer reflected their professionalism. The website felt busy, dated, and text-heavy, with inconsistent typography, crowded layouts, and an uneven palette. The partners wanted to elevate rather than reinvent the brand, preserving its classic sensibility while presenting it through a cleaner, more contemporary lens that would resonate with discerning clients.
Challenge
Refining the brand to reflect the firm’s sophistication and modern professionalism, without discounting their roots.
Solution
An expanded color palette, timeless fonts, and updated ampersand and kerning all served to uplevel the logo to withstand the test of time. A focus on white space and improved content organization, blended with refreshed design elements, were used to create a clean, user-friendly web experience.
Results
A fresh yet classic, high-end look and feel across both digital and print, that speaks to the firm’s high-net-worth target audience.
Challenge
Refining the brand to reflect the firm’s sophistication and modern professionalism, without discounting their roots.
Solution
An expanded color palette, timeless fonts, and updated ampersand and kerning all served to uplevel the logo to withstand the test of time. A focus on white space and improved content organization, blended with refreshed design elements, were used to create a clean, user-friendly web experience.
Results
A fresh yet classic, high-end look and feel across both digital and print, that speaks to the firm’s high-net-worth target audience.
The Objective
Aligning brand presence with the firm’s professionalism and prestige
The goal was to create a brand and website that reflect the firm’s established reputation for excellence while conveying a modern, elevated presence. The project aimed to unify the firm’s legacy with a refreshed visual system that conveys bespoke service and expertise, and strengthens client perception of a purpose-built firm.
Design Solution
A timeless brand expression refined for quality and sophistication
We centered the redesign on clean, understated sophistication, using neutral tones with soft mid-tones to create an elevated feel supported by generous white space and balanced typography. The logo refresh preserved the firm’s classic look while refining the mark so it feels current and aligned with modern expectations. Custom photography of the attorneys and office added authenticity and approachability, reinforcing the firm’s personal approach.
A clean, modern identity that honors legacy preserves the firm’s timeless character, but expresses it with a freshness and confidence that reflects who they are today.
Color palette & Typography
Navy
Blue
Gold
Tan
Gray
Cormorant Semi Bold
Open Sans Regular
Challenges & Accommodations
Balancing heritage with the need for evolution.
The firm’s previous website no longer matched the sophistication of its work. The visual inconsistencies and dense layouts diminished the sense of clarity and professionalism clients expect from HTTS.
An added challenge was the initial question of whether to update the firm’s long-standing logo. While the partners valued the legacy it represented, it became clear that the logo would need subtle refinements to align with the refreshed digital presence. The task was to modernize without overhauling and to maintain what clients recognized while elevating how it was expressed.
Outcomes
HTTS now has a cohesive, contemporary brand and website that accurately represent its caliber and values. The refreshed visual identity conveys polish and precision, conveying the bespoke product that they deliver to clients. Seeing the results of the new identity, the client also asked us to create a complementary 30th anniversary logo to mark this significant milestone in their history. We also redesigned their stationery suite, including letterhead, envelopes, business cards, notecards, and document folders.
The new digital presence not only looks elevated but works harder for the firm—projecting credibility, trust, and timeless sophistication.
