Kelley Drye Brand Program

Project Overview

Kelley Drye was founded in 1836—but after collaborating with Pivot to create a bold and vibrant new brand system, they fit perfectly within the 21st century.

Law firms typically take a conservative approach to branding, depicting crisp-suited attorneys in muted tones mingling with leather-bound books and the scales of justice. But Kelley Drye wanted to stand apart from the norm, expressing themselves as forward-thinking partners committed to solving modern-day legal challenges across a wide sweep of industries.

After a thorough discovery process yielded a variety of views and insights, we arrived at a clear competitive position for the firm. Our brand language depicted them as the beneficial product of seemingly opposing forces: a powerhouse firm with the heart of a boutique.

Kelley Drye’s professionals are highly skilled while also approachable, providing counsel that’s both practical and creative. They’ve got history behind them, but in many ways, they’re just getting started. These notions fit the firm’s personality perfectly—all while articulating clear and distinct benefits for the clients they serve.

Visually, our brand system reflected a similar array of complementary contradictions. Striking greens and blues coexist in harmony, while bold typography mixes with handwritten elements that suggest a hard-working humanism. Newly shot in-office portraits reflect the diverse personalities of the firm’s people across all locations, reinforcing their collaborative spirit and love of their work.

Kelley Drye’s new brand will help them truly stand out in their industry in the years ahead—all by giving authentic expression to the firm they’ve always been.


  • Logo Concept & Design
  • Corporate Identity & Brand Style Guide Development
  • ​Brand Messaging Development​
  • Website Front-end Design
  • Brand Reveal Video and Holiday Videos
  • Art Direction and Coordination of Team Portrait Photoshoots


  • 2017 WebAward for Outstanding Achievement, Legal Standard of Excellence