Loevy + Loevy
A National Leader in Civil Rights Law
The Challenge
Loevy + Loevy has represented over 1,500 clients across the United States, and has taken on and won some of our country's toughest public interest cases, holding public officials, governments, and corporations accountable. Yet their original brand identity felt cold, outdated, and failed to communicate the compassion and trust their clients needed. It was necessary that their updated identity immediately convey their fierce advocacy for their clients and the greater community, as well as their established credibility.
The Client
Loevy + Loevy Law Firm
Industry
Civil Rights Law in the Public Interest
Services
Art Direction | Visual Identity | Positioning | Web Design | Print Collateral
Credits
Art Direction & Strategy: Mere Montgomery
Messaging & Positioning: Lina Perino
Web Development: Laura Thompson
In Partnership with LimeRed, Inc.
The Approach
We began with a comprehensive brand audit and stakeholder interviews to uncover both the firm’s internal values and how clients emotionally experienced the existing website. One insight quickly rose to the surface: before engaging with case outcomes or legal credentials, clients needed emotional clarity and reassurance. From there, we rebuilt the brand identity to balance strength with care.
Loevy + Loevy takes on the nation’s most difficult public interest cases, advocating in and outside the courtroom to secure justice for our clients and to hold officials, governments, and corporations accountable.
The Inspiration
The identity is inspired by the firm’s long-standing role as both protector and advocate—rooted in the civil rights movement while actively shaping its future. We looked to visual languages that communicate quiet strength, moral clarity, and humanity, rather than intimidation. Historical civil rights advocacy, contemporary community-centered storytelling, and the lived experiences of people seeking justice informed the foundation of the work.
The Visual Narrative
Every element of the system was designed with intention. From the mark to the typography, photography, and color, each choice carries meaning. A soothing palette symbolizing growth, healing, and strength sets the emotional tone, while soft yet highly legible type and photography centered on human dignity create a grounded, empathetic experience—one that reassures users and invites trust from the very first interaction.
The Website
Designed for clarity and reassurance, the site centers the experience of potential clients navigating difficult moments. Every choice—layout, tone, and photography—builds trust, communicates empathy, and makes it easy to find support and representation when it’s needed most.
When facing the unthinkable, you want to know that those fighting for you are genuinely in your corner. This brand identity drives that home.
Impact & Outcome
The updated identity gives Loevy + Loevy a presence that finally matches the work they do. The firm now shows up as both formidable and humane—serious about accountability, clear about values, and deeply aware of the people behind each case. The site and brand make it easier for potential clients to see themselves reflected, to feel steadied rather than overwhelmed, and to trust they’re in capable hands. Internally, the identity provides a flexible, cohesive system that supports the firm’s continued growth and evolving advocacy. Externally, the identity reinforces Loevy + Loevy’s role as trusted stewards of justice, grounded in compassion and built for the hardest work.
