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Modernizing an Established Law Firm

A tbk Case Study
2023 Hermes Creative Awards Platinum Branding

Harrison Pensa needed a powerful, new visual brand identity for its established firm. tbk worked to uphold the firm’s well-earned reputation—while powerfully positioning them for the future—with a rebranding exercise that breathed new life into the law firm.

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About Harrison Pensa

As a full-service law firm, Harrison Pensa is well-versed in business law, litigation, and personal legal services including family law, wills and estate, and personal injury law. Clients throughout southwestern Ontario, across Canada, and internationally, trust Harrison Pensa because of its proven skills and legal counsel.

A New Look for a Decades Old Law Firm

tbk was pleased to create a new visual brand identity for Harrison Pensa. We created a new wordmark corporate logo for the firm, as well as sub-logos for the many practice areas. Complementary brand elements such as custom fonts, accent colours, and textures were carefully crafted to complete a modern look.

Harrison Pensa practices so many types of law—some require an assertive, bold, and direct approach while others, such as personal injury, necessitate a softer approach. For this reason, tbk designed two distinct design motifs: one that is dark and powerful, and one that is light and warmer. The law firm can choose which design theme to employ for each of its different practice areas, creating unity within the brand without losing a sense of cohesion.

Unveiling a Refreshed Brand—Inside & Out

To support the launch of Harrison Pensa’s new brand, tbk helped disseminate it throughout the law firm. We created branded stationery for the firm, including letterhead and business cards. We also supported with signage for Harrison Pensa’s new office building.

Creating Brand Awareness in the Community

Moving beyond internal brand adoption, tbk also helped promote Harrison Pensa within the larger Ontario community. Our agency designed a prominent display for Gate 6 at the Budweiser Gardens sports venue in London, which Harrison Pensa sponsors. The perforated vinyl window covering serves a dual purpose: creating awareness for the new brand, as well as promoting Harrison Pensa’s deep-rooted community ties.

Marketing Services Provided by tbk

  • Brand identity creation (logo, custom font)
  • Branded stationery (letterhead, business cards)
  • Design installation at Budweiser Gardens
  • New office signage (indoor and outdoor)

Harrison Pensa: Never Settle for Less

tbk’s involvement in Harrison Pensa’s brand modernization project meant the law firm never had to settle for less. Our creative and strategic team uncovered the essence of Harrison Pensa through a thorough discovery process. We translated that into a fresh new brand for a well-established law firm that will last the test of time.

"Thanks to tbk's guidance, Harrison Pensa's updated and modernized brand image echoes a business goal for a stronger identity that conveys confidence and everlasting presence."

"Bullseye on the first try. Harrison Pensa’s brand identity relied on stylized “HP” initials for seventeen years. tbk met our requirements for consultation and buy-in from multiple stakeholders who unanimously supported the first version of a redesigned logo with a font designed to reflect the firm’s tradition and strength of the Harrison Pensa name. The new logo fit our brand tone with a custom font having weight and design interest suited for our firm while showcasing the reputation of our firm name. tbk heard our business goals and translated them into a strong brand identity that conveys the confidence and experience of our lawyers and continues to build on the proud history of Harrison Pensa."

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