Goulston & Storrs
Goulston & Storrs is a full-service law firm with nearly 250 attorneys across offices in Boston, New York, and Washington, DC.
In 2025 Goulston & Storrs celebrated its 125th anniversary, redesigned offices, and new leadership - with their first woman Co-Managing Director. With brand strategy by Clarity Group Consulting and a new identity and design language from Outside Order & Friends they aligned their brand presentation with the sophistication of their attorneys, clients, and expertise.
Goulston & Storrs prides itself on the depth of the firm and resources with a culture that is close-knit and collaborative.
Ampersands and law firms are a fairly common theme, given the nature of firm names and partnership. However, we found that no firm was doing anything noticeably special beyond functioning as a bit of punctuation. We elevated Goulston & Storrs’ ampersand by developing a logotype that amplified their collaboration with a redrawn ampersand in a bright digital green.
Avoiding typical legal image themes like gavels, scales, and classical columns outside a courthouse, Goulston & Storrs focuses on conceptual and textural images that differentiate in the category while building on their brand attributes: flow, connection, collaboration, partnership, integration, and creativity.
The color palette is rooted in the equity Goulston & Storrs has built with green. We expanded the palette with a range of greens and supporting violet and neutral sets. The palette was designed to be digital-first, with supporting process and spot color translations for print.
The typographic sensibilities of the system are founded on a strong visual hierarchy and pairing the elegant and modern serif Canela by Commercial Type for all primary messages with the excellent sans serif Mallory by Frere-Jones Type.
Bio photos for everyone at the firm were photographed by Graham Macindoe, with a sensibility to bring out the warmth and approachability of each individual.
A flexible system of templates developed for a range of digital documents optimized for printing. This system and approach was designed concurrently with a new PowerPoint presentation format and template.
Social media posts are designed to be connective rather than blindly consistent. Using the foundation elements of typography and color with a strong visual hierarchy allows for a range of announcements, alerts, events, and kudos that are unique and avoid repetition.
A special version of their ampersand was created to integrate the colors of the Progress Pride flag.
Internal culture initiatives are identified with the We are Goulston & Storrs seal.