Carter & Lowe

Cards, letterhead and a sign for a new law firm on Fifth Avenue.

Clients had to trust it before it had a record to show.

Sector

Law firm

Year

2024

Timeline

8 weeks

Project lead

Emily Ward

Opening poster: a giant blue ampersand fills the sheet above the words Now open at 120 Fifth Avenue

Piece 04

Opening poster, 24 × 36 in

A cobalt tiled pool filled with white clouds on a bare rooftop

The view the new floor deserved

Mood board

February 2024

The view the new floor deserved

Mood board

February 2024

Eight weeks to make a brand-new firm look like it had always been there.

Brief

Two partners left a big Midtown firm with their clients and no letterhead.

The new firm had to look settled from the first letter it sent.

Brief

Two partners left a big Midtown firm with their clients and no letterhead.

The new firm had to look settled from the first letter it sent.

Brief

Two partners left a big Midtown firm with their clients and no letterhead.

The new firm had to look settled from the first letter it sent.

Idea

Sign it in blue.

Lawyers sign in blue so a copy never passes for the original. The ampersand prints in that blue.

Idea

Sign it in blue.

Lawyers sign in blue so a copy never passes for the original. The ampersand prints in that blue.

Idea

Sign it in blue.

Lawyers sign in blue so a copy never passes for the original. The ampersand prints in that blue.

System

One serif, one sans, two inks.

The office staff set every new letter and card from our templates in Word.

System

One serif, one sans, two inks.

The office staff set every new letter and card from our templates in Word.

System

One serif, one sans, two inks.

The office staff set every new letter and card from our templates in Word.

Identity

Stationery

Signs

Website

The full set

Cards, letterhead, brochure and poster on one board, the way we presented them.

Letterhead

8.5 × 11 in

Card, front

3.5 × 2 in

Card, back

3.5 × 2 in

Opening poster

24 × 36 in

Brochure cover

5.5 × 8.5 in

Brochure spread

11 × 8.5 in

Letterhead

8.5 × 11 in

Card, front

3.5 × 2 in

Card, back

3.5 × 2 in

Opening poster

24 × 36 in

Brochure cover

5.5 × 8.5 in

Brochure spread

11 × 8.5 in

Business card

Sarah Carter

Business card

Sarah Carter

Cobalt

Firm portrait

Mood

Cobalt

Firm portrait

Mood

Black slab

Reception

Mood

Black slab

Reception

Mood

The Carter & Lowe website: the headline Clear counsel for growing companies next to a large blue ampersand

carterlowe.law

Practice areas, partners and one way to book a call

Web

carterlowe.law

Practice areas, partners and one way to book a call

Web

What it did

Numbers from the firm's own records, March to August 2024.

New client matters opened per month in 2024, of 40

March

April

May

June

July

August

131

new matters in the first six months

templates the staff use without us

lawyers on the team by December

Credits

Creative direction

Anna Reyes

Project lead, identity

Emily Ward

Type and stationery

Marcus Hill

Website in Framer

Jake Moreno

“Our first letter looked like it came from a firm with fifty years behind it.

We had been open for three weeks.”

Sarah Carter

Founding partner, Carter & Lowe

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