SANDBERG PHOENIX REBRAND

This is not legal advice (it’s branding)

We’re seeing more and more of our branding work around St. Louis these days. We love to see a successful rebrand come to life in a logo, design system, website, letterhead and, yes, even those little rectangles of opportunity known as business cards.

As Sandberg Phoenix celebrates a new era for the company, we worked to position them as a forward-looking law firm with the resources to ensure the best outcomes for their clients. Everything we’re about to show you has been legally cleared—and, no, you don’t need to sign an NDA to view it.

Designing the Law

The colors and design elements work together to evoke the traits we identified as key to the brand: Modern, Friendly, Approachable, Trustworthy and Professional. Starting with four distinct concepts, we worked with our clients to select a direction that pays off the vision for Sandberg Phoenix.

Going with the Flow

Sandberg Phoenix’s initials flow one into each other, representing the seamless, fluid collaboration within and between the firm and its clients. All caps lend the mark strength. The versatile logomark and wordmark are used both together and independently.

Legal System

The new brand guidelines and logo are reflected throughout every touchpoint, from business cards to a huge sign on the exterior of the Peabody Building in the heart of downtown St. Louis. 

Simplifying the Experience

A website might just be the most important footprint any brand has. In the case of Sandberg Phoenix, doubly so. We knew the website had to serve two audiences: potential clients looking for information; and existing clients looking for specific lawyers. Those goals required a streamlined front-end with a comprehensive, powerful back-end, including a “Find a Lawyer” tool and clear, easy-to-navigate legal practice pages. 

"Darling expertly guided us through the website process, from initial wireframes to fully-functioning website. This was a complex project with a lot of moving pieces, and we couldn’t be happier with the results!" —Kate Ewing, Director of Marketing & Communications, Sandberg Phoenix

Brand Counsel

It’s a great feeling to set up a brand with the tools and guidelines to win over its clients. Luckily for us, we get to do it all the time. Take a look at another brand launch for a dog poop-scooping service, then consider if your brand sits somewhere between law firm and poop scooping. If so, we can help bring it to life.

Meet the No. 2 Crew