Swift Currie
Branding Boldly with Swift Currie
Branding | Professional Services
Swift Currie, a 150-lawyer litigation firm based in Midtown Atlanta, had a longstanding presence in the Atlanta market, but had grown beyond its historic reputation. They recognized a need to evaluate its corporate identity and marketplace perceptions. Read more here.
The Challenge
Swift Currie needed to refresh its brand to reflect its evolution and innovative approach.
The Solution
Relish Marketing developed an updated brand story and logo. The new identity was communicated across multiple channels, earning recognition from clients and the legal industry, and currently adorns the outside of their building.
A Brand Update Blending Tradition with Innovation
The Relish team worked with Swift Currie to develop an image that would better reflect the firm’s evolution, highlighting both its heritage and commitment to agility, flexibility and results for clients. An elegant yet approachable script and a bold, high-contrast color palette would reinforce the firm’s energy and drive. A strong slash takes the place of the expected dash between the firm’s lead partner names, serving as a unifying graphic element across multiple media.
We also developed a version of the new logo for internal usage only, featuring a woodcut-style hare as the firm’s mascot. Quick and intelligent, the hare is seen as a symbol of diligence and perseverance, known for steadiness under pressure. In this internal presentation, the hare engages with the iconic slash, reinforcing the qualities of agility and confidence that have become hallmarks for the firm.