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Fogle Keller Purdy Law

Visual Identity & Website

Good People: Fogle, Keller, and Purdy started out small, in Madisonville, Kentucky shortly after WWII. Through changing laws and shifting public demands, FKP has continued to practice with responsibility. But, as their re-brand suggests, they’ve learned to evolve to keep up with their employees’ and clients’ changing needs. Last year they changed their practice considerably when they did away with the billable hours quota and instead focused on participating in charitable work and local service organizations. For FKP, practice is not about making money, it’s about helping community.

Good Work: After a merger, several key hires, and a new business direction, they needed a more contemporary brand to represent their growing team. FKP wanted to look the way they felt. Approachable yet reputable, contemporary yet traditional, unique yet relatable, and, above all, principled--FKP is a series of balancing acts. So we simplified.

This campaign uses the bold “highlighter” yellow, something you’d see everywhere on a legal document, to accentuate the FKP name and provide a foundation for a dynamic identity that can grow with the firm. We paired that with high quality, black-and-white portraits to give a personable and accessible feel to the firm, emphasizing the people who make it up.

Ultimately, FKP’s story comes down to two things: exceptional work and talented people. And that simple story inspires, drives, and deepens trust.

Website: fkplaw.com