Savard Foy LLP
Less David. More Goliath.
DELIVERABLES
• Brand Strategy / Logo / Brand Identity
• Web Design / Web Development
• Business Cards / Letterhead
Savard Foy is a new criminal defence firm that aims to give the underdog a powerful voice in what is otherwise an imbalanced fight against the state. The reason for starting the firm was to provide lean, high-quality legal service to *everyone*, not just those with deep pockets. At the same time, they wanted to be leaders in the criminal law community and work for broader systemic improvements to the justice system. They hope to achieve this through a respectful, empathetic and collaborative approach to criminal law.
Savard Foy approached M81 to help them define their position in the crowded legal sector and find a way to really stand out. We started the branding process with our foundation workshop to really define the brand values, who is the target audience and what was the secret sauce to help them differentiate their new firm. The outcome was bold and scrappy.
The main logo icon was formed out of a rock that is meant to symbolize the story of David and Goliath. Where the underdog has a fighting chance. Within the logo icon rock we “hid” the founding partners initials S + F. Everything from the colour palette to the portraits to the website was all inspired from this bold and scrappy mindset. Rock textures provide a beautiful backdrop to the website and bright pops of fuchsia and goldenrod bring a lively energy.
