Hughes Hubbard

Challenge

Hughes Hubbard is a distinguished law firm with a rich legacy of landmark cases, lending their expertise to high-stakes litigation, elite arbitration, and sharp corporate strategy to tackle complex challenges for major clients around the globe – but their current brand and digital presence did not fully reflect that story. 

What emerged was an opportunity to clarify who Hughes Hubbard is and what differentiates the firm in a crowded legal marketplace, before building a refreshed visual and digital presence that aligns with that refined identity.

The goal was not only to create a redesigned and user-focused website, but to step back and recapture the essence of the Hughes Hubbard brand, building a sophisticated new visual identity that infuses that personality and scales consistently across every touchpoint.

“Hughes Hubbard has always been a firm defined by exceptional work, deep collaboration, and a legacy that very few can match. But recently, our brand wasn’t telling that story the way it deserved to be told. This rebrand changes that. From the visual identity to the website to every touchpoint in between, what we’ve built finally matches the caliber of this firm and the people in it.

Living Group understood us from the start. They listened, and they translated who we really are into a brand system that feels both modern and unmistakably us. I couldn't be more proud to put this out into the world. This is Hughes Hubbard, and now, the outside finally reflects what we've always known on the inside.”

Kevin Iredell, Chief Marketing and Business Development Officer, Hughes Hubbard & Reed LLP

Solution

Our team kicked off with extensive discovery research to ascertain what differentiates Hughes Hubbard, the intricacies of its unique internal culture and how a reengineered brand can better reflect that positioning. We learned that Hughes Hubbard is a firm with powerful proof points, an unparalleled team of lawyers and a distinctly agile approach to their work – but it was time to bring that identity to the forefront.

We began at the strategic level, building out new visual identity and brand guidelines that reflected a firm characterised by endurance, agility, collaboration and exceptional work. Our team built a cohesive system of design and messaging principles – from colour and typography to imagery and language – grounded in a refreshed brand that reflects the gravitas and substance of a results-driven firm.

These strategic guidelines went on to inform IA and UX designs that would influence a fully reimagined website aligned with the firm’s internal character, informed by our discovery, and accounting for a cleaner digital experience in terms of both content and functionality.

Result

The new Hughes Hubbard brand is one that clearly communicates the firm’s legacy and reflects the quality of their work; it is built upon a century of proven results while also showcasing a modern firm that embraces change and meets it head-on. 

This visual elevation acts as the foundation of the new website, offering an intuitive and responsive digital platform that aligns with Hughes Hubbard’s dedication to precision and client service.

See the new brand at hugheshubbard.com