NEW BRAND FOR HISTORIC LAW FIRM
Since 1957, the Goshen law firm of Yoder Ainlay Ulmer & Buckingham has been providing sophisticated legal expertise with Midwestern pragmatism. Recently, we completed a comprehensive branding initiative, including a logo, identity and new web site, to showcase its breadth of legal and professional expertise, as well as its commitment to engaging with the community through events, seminars and philanthropic support.
The new logo and identity system were designed to better reflect the firm’s relevance in today’s legal and social landscape. “When we initiated this rebranding campaign, we wanted to make sure our new identity and web site clearly communicated the core mission and purpose of the entire YAUB team—who the firm is, what we stand for, and why we exist,” said Randall Jacobs, firm partner.
Leveraging a new taxonomy system, including specific filter functionality, the web site was developed to help users navigate content based on their needs as potential clients. “Given the range of practice areas and services we offer,” said Nathaniel Jordan, firm partner, “it was important for us to provide a better platform for potential clients to find the information they need, including attorneys, news and articles, as well as upcoming seminars and events related to specific practice areas.”
For 60+ years, the firm’s commitment to community service has been a cornerstone to its mission and core purpose. “We wanted our new site to better reflect that spirit of community and our commitment to supporting the organizations that make Goshen and its surrounding communities such a vibrant place to live,” said Denise Davis, firm partner.