F3 law
Rooting a growing education law firm in its mission
With a new brand and website, California’s premier education law firm doubles down on its mission to defend public education.
Services
Brand Strategy
Naming
Messaging
Visual Identity
Brand Guidelines
Website
Ultravirgo project team
Schuyler Bush
Marina Csomor
Patrick Durgin-Bruce
Cynthia Escalante
Seth Margolis
Benjamin Tuttle
Glenn Westrom
Brand Strategy
Naming
Messaging
Visual Identity
Brand Guidelines
Website
Ultravirgo project team
Schuyler Bush
Marina Csomor
Patrick Durgin-Bruce
Cynthia Escalante
Seth Margolis
Benjamin Tuttle
Glenn Westrom
BACKGROUND
Since its start in 2006, F3 Law has been dedicated to serving public education in California and beyond. An unwavering passion for and commitment to public education is intrinsic — many of its attorneys and staff even began their careers working in schools as teachers, aides, trustees and general counsels. Over the years, the firm had grown in both size and reputation — from fewer than 20 to more than 80 attorneys, working with about 400 of the state’s school districts and other education organizations — but its materials did not reflect the evolution.
KEY INSIGHT
After interviewing clients and staff and conducting a survey of partners, it became clear that the F3 Law team stands out for being unlike “typical” lawyers. The firm is known for its people — folks who are not only intelligent (table stakes for a law firm), but also friendly, kind and down-to-earth. From the beginning, F3 Law has been driven by a core mission to serve public education and the students who benefit from it. Infusing this mission and this humanity into the brand became essential.
THE BIG IDEA
Make it personal.
Focusing on friendly
F3 Law believes deeply that making the law work for our schools ensures that schools can work for our children, so we built a brand narrative around the line, "A Smarter Future, Together." This spirit of teamwork and optimism bolsters both the verbal and visual brand.
We even changed their name from Fagen Friedman & Fulfrost to 'F3 Law' to be more conversational and match how they were often referred to colloquially.
F3 Law believes deeply that making the law work for our schools ensures that schools can work for our children, so we built a brand narrative around the line, "A Smarter Future, Together." This spirit of teamwork and optimism bolsters both the verbal and visual brand.
We even changed their name from Fagen Friedman & Fulfrost to 'F3 Law' to be more conversational and match how they were often referred to colloquially.
Rule of thirds
We created an abstract "F" device of three stacked forms to develop a layered motif is used throughout the system. All materials feature mission-forward messaging, and attorney testimonials about F3 Law's positive culture and drive to serve are showcased throughout the website.
California sun
Inspired by the golden California sun, as well as the hopeful promise of a new day, F3 Law's tone and imagery are warm and bright. Maintaining the firm's signature lime-green color, unique among their peers, we expanded the palette to include a gradient of greens from light to dark that reflect growth, as well as incorporated a sunrise orange-pink accent palette.
“Ultravirgo provides timely, creative and strategically focused concepts and solutions. They take the time to understand both the market we serve and our firm's culture and mission, and this understanding translates into a remarkable creative product. Their point of difference is that they are creative with a strategic focus – a blend that is hard to find.”
Terilyn Finders
Director of Communications
F3 Law
Director of Communications
F3 Law
The website features mission-forward messaging, and a deeper integration of their unique personality, with attorney testimonials about F3 Law’s positive culture and drive to serve showcased throughout.
The expanding two-level navigation menu presents a clear overview of the site content, organized to also provide a quick overview listing the firm’s key areas of expertise.
Analysis of analytics and site user behavior revealed that the Attorneys page was the second highest-visited page in the site. Particular attention was given to the functionality of this crucial page, including robust filtering and multiple listing views giving users the choice of grid, compact list, or detailed card views.
To facilitate the high percentage of users who casually browse their resource content, we custom-developed an innovative modal interface that dynamically loaded resource content on-page, allowing for quick "drop in" review of content without even leaving listings pages.
