Client: Muller Brazil LLP

Growth-Driven Design

Brand Identity

As a personal injury firm on a mission to champion its clients, it was important for Muller Brazil’s new brand identity to communicate this unwavering commitment.

Serving as the brand’s focal point, the torch logo was designed to represent a guiding light shining during difficult times. The color palette was strategically chosen for its fresh and modern feel while still reflecting the firm’s professionalism.

Rather than build a static design unable to meet changing needs, Muller Brazil’s new brand elements were strategically developed to be dynamic. Creating a library of elements — such as a logo with and without the tag line and a logo mark with just the torch icon, for example — ensures the proper logo mark can be used appropriately.

Along with differentiating Muller Brazil from the company’s sister brand, Mole Street was tasked with creating a fresh and sophisticated brand to disrupt a highly-competitive space. To accomplish these objectives, Mole Street refreshed the firm’s branding in the following ways:

• Updated color scheme
• New typeface
• Updated brand guidelines
• Differentiated design for sister brand

Content Marketing Program

Due to the longstanding reputations of other law firms, it became clear that gaining backlinks to improve organic search rankings would be a challenge.

Through competitive research, Mole Street determined the most effective approach to increase domain authority and search rankings was to produce strategic organic content. While other attorney websites were bringing in more traffic, very few were investing in quality blog content for organic SEO. As a result, keyword rankings were scattered.

It became clear to Mole Street’s strategists that Muller Brazil would benefit from on-site content written to address all stages of the buyer journey. To strengthen the SEO value of the website, Mole Street created an annual editorial calendar and developed articles based on current SEO best practices.