Proskauer Brand Refresh
Reimagining the digital expression of a 150-year-old global law firm’s next chapter
The brand launch video introduced Proskauer's refreshed visual identity to employees and clients worldwide, establishing the firm's new creative direction.
Working alongside the brand agency, I helped translate the new visual system into motion through animation, typography, transitions, pacing, and graphic treatments. This project became the foundation for the firm's motion design language, and I have continued to lead its implementation and evolution across future video productions and digital marketing initiatives.
Overview
To celebrate Proskauer's 150th anniversary, the firm launched a comprehensive global brand refresh that modernized its visual identity while honoring its legacy.
Working closely with the external brand agency and internal marketing team, I helped bring the new identity to life through motion design, video production, and digital experiences. While the agency established the creative foundation for the refreshed brand, I partnered with them to translate those principles into motion and led the ongoing implementation across the firm's multimedia content.
Since the launch, I have continued to evolve and maintain the brand's motion language—creating scalable animation systems, motion graphics, and branded video assets that ensure a consistent visual experience across future campaigns and digital communications.
The Outcome
he refreshed brand successfully launched across digital channels, introducing a modern visual identity while establishing a scalable motion system for future multimedia content. By carrying the new creative direction beyond the initial launch, I helped ensure the brand remained cohesive, recognizable, and adaptable across the firm's ongoing video and digital marketing efforts.
Before
Previous Brand Identity
A traditional, corporate visual identity built around dark photography, dense layouts, and information-first design. The brand emphasized credibility and professionalism but often felt conservative, heavy, and visually complex.
After
Refreshed Brand Identity
A modern, elevated visual system that embraces clean typography, generous white space, refined graphic elements, and a lighter color palette. The refreshed brand feels more approachable, confident, and premium while maintaining the sophistication and authority expected of a global law firm.
