McNees

Challenge

Founded in Harrisburg in 1935, McNees has grown into a leading U.S. law firm with more than 170 attorneys across 12 offices. Its reputation is built on legal excellence, close client relationships and a deep commitment to community.

However, its brand no longer reflected the firm’s scale, capabilities or evolution. Awareness remained lower outside Central Pennsylvania, while many clients were unfamiliar with the breadth of its expertise. McNees needed a brand that could support continued growth while preserving the relationships and approach that had defined it for generations.

Solution

Our research revealed a firm combining big-firm capabilities with personal attention and tenacity. Four principles – Connected, Close, Committed and Confident – shaped a proposition centred on trusted, long-term relationships.

This inspired “The bridge between”, celebrating how McNees brings together people, experience and different perspectives around what matters to clients.

The new logotype draws on the arches of Harrisburg’s Market Street Bridge, connecting McNees to the city where it was founded. Its geometry expresses resilience, balance and progress, supported by a contemporary colour palette, clear typography and authentic photography.

We captured the identity in comprehensive brand guidelines and designed a new website with an improved user experience, simpler navigation, enhanced search and richer content focused on clients’ needs.

Result

The new brand and website give McNees a confident platform for growth, honouring its 91-year history while reflecting the modern, client-focused and approachable firm it is today.

Together, they strengthen its presence across markets, make its capabilities easier to explore and express a culture built on collaboration, community and lasting relationships.

Visit www.mcneeslaw.com