Bassford Remele: brand refresh
Bassford Remele’s brand refresh was rooted in clarifying who the firm is today while honoring a legacy that dates back to 1882. Through stakeholder input and discovery, the project surfaced a consistent theme: Bassford Remele wins the right way. The refreshed brand articulates this position through a clear brand promise and personality that balance tried-and-trusted credibility with approachability, insight, and purpose. The work defined a confident, human voice and a visual system designed to reflect excellence in work, people, and relationships, reinforcing trust while signaling forward momentum.
The resulting brand system translates that strategy into a modern, flexible visual language. A refined logo system, expanded color palette, and structured grid bring clarity and order, while warm photography, thoughtful color blocking, and subtle pattern use add personality and energy. Design choices intentionally balance tradition and innovation, using strong typography, negative space, and modular layouts to create consistency across digital, print, and environmental applications. Together, the refresh delivers a cohesive brand that feels confident but not rigid, professional yet personal, positioning Bassford Remele as powerful advocates with a clear point of view and a reputation clients can rely on.
bassford remele
Brand tone & voice
The Bassford Remele brand voice is poised, confident, and quietly powerful, balancing a legacy of trust with forward-looking energy while remaining approachable, authentic, and human. Its overall feel is refined but not stiff, passionate without being loud, and grounded in clarity rather than legal jargon, speaking in language real people understand. The tone reflects a firm that is tried and trusted yet insightful and innovative, combining measured confidence with warmth, collaboration, and purpose. The overarching goal of the brand is to convey that Bassford Remele wins the right way by being powerful advocates who build personal connections, guide clients with clarity and integrity, and turn complex legal challenges into shared success through expertise, teamwork, and unwavering professionalism. For additional context and detail, see the full Bassford Remele Brand Guidelines.
website & email redesign
We partnered with Bassford Remele to redesign bassford.com with a focus on credibility, clarity, and modernizing the firm’s digital presence without losing the strength of its legacy. The site needed to clearly showcase attorney expertise, improve discoverability through search, and reinforce trust with both prospective clients and future hires, all while maintaining a clean, professional, and restrained aesthetic.
Our approach elevated attorney bios and practice areas as primary entry points, simplified content hierarchy, and introduced a centralized thought leadership hub. The design of bassford.com balances structure and warmth through refined grids, generous white space, authentic photography, and accessible UX, creating a modern, credible experience that reflects Bassford Remele’s professionalism, experience, and national reach.
