Swift Currie

A Brand Update Blending Tradition with Innovation

Branding | Professional Services

Here was the situation.

Swift Currie, a 150-lawyer litigation firm based in Midtown Atlanta, recognized a need to evaluate its corporate identity and marketplace perceptions. The firm had a longstanding presence in the Atlanta market, steeped in tradition. But in-depth research and a Brandfluence™ workshop conducted by Relish Marketing revealed that the firm had grown beyond its historic reputation. Externally, Swift Currie had become known for its innovative, forward-thinking approach. Likewise, internally, employees at every level were achieving results in a more easygoing, engaging work environment. The firm had grown physically, as well, adding new practice specialties while expanding beyond its original Atlanta market. In short: it was time to refresh the brand.

Together, we did this.

The Relish team worked with Swift Currie to develop an updated brand story and logo that would better reflect the firm’s evolution, highlighting both its heritage and commitment to agility,  flexibility and results for clients. We chose a forward-leaning, elegant yet approachable script as a type treatment. And, a bold, high-contrast color palette would reinforce the firm’s energy and drive. A strong, well-defined slash takes the place of a more commonly expected dash between the firm’s lead partner names. The slash also serves as a unifying graphic element across multiple media and secondary versions of the logo further enable flexibility in spaces where a horizontal logo might not be appropriate or effective.

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 found throughout the Southeastern United States. Seen as a symbol of diligence and perseverance, hares are known for their easygoing nature and steadiness under pressure. With a generous playful streak, hares can swiftly assess situations enabling them to avoid predators and uncomfortable social encounters. 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.

Relish further supported the firm with an integrated marketing plan to communicate the new identity across multiple channels.

Oh, so much better. 

The updated brand is now infused through a variety of media, including templated industry descriptions, attorney bios, folders and business cards and letterhead, as well as in digital media. The new mark earned Swift Currie recognition from both clients and the legal industry media. Equally significant, the firm’s brand now reflects not only its heritage, but also the way its agile, innovative approach achieves positive results for clients.