Gray Plant Mooty

Legal institutions are just that, institutional. They are organizations that carry with them the hefty history of their respective locations, including industrial changes, civil uprisings and new eras. But does an institution necessarily need to look institutional? Gray Plant Mooty doesn’t think so, and we agreed.

For those in the legal profession, experience is a much sought after and lauded attribute, and as the oldest law firm in Minneapolis, Gray Plant Mooty has truckloads. When you’ve been practicing law successfully for decades like GPM, experience becomes your selling point. However, the word “experience” doesn’t always do its owner the justice deserved; it can be translated to be old, boring and stodgy. And too often, the look of “experience” also falls short of impressive. GPM is anything but boring, but their brand language was.

First, the logo. In order to retain the firm’s tradition, the logo’s original structure was not altered. However, the color palette and typeface both received a new, modern look that helped convey the firm’s forward-thinking and modern practices. Next, Capsule overhauled their identity system.

Using aspects of their Minneapolis office, Capsule incorporated the colors and textures found in their collection of artwork, wood design and architectural elements into their system. To further their new modern identity, Capsule created an advertising campaign, annual report and upcoming website re-design to reflect the firm’s adventurous yet accomplished personality.

“Capsule was instrumental in redefining the look and feel of marketing at Gray Plant Mooty. They strategically guided us through the rebrand of the firm, an initiative that helped to update our presence in the legal service marketing space. We highly respect them as marketing partners and look forward to continuing to work with their team in the future.”

Elizabeth Lockett, Director of Business Development + Marketing

Capsule created an identity that has been fully embraced by the lawyers and staff at GPM, which is quite a feat given the firm’s lack of significant change in the previous 15 years. The attorneys feel it elevates their brand image, conveys their innovation and most importantly — it fits the firm. Several clients, and competitors, have commented on the new advertising and marketing initiatives as well.

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