Is it really summer again?
This was a balancing act between a more relaxed, playful interpretation of the brand and sub-branding infrastructure that will help frame out campaigns to come.
As they told me at the kickoff meeting: “Summer should be fun.”
The layers of branding:
- Morrison Foerster
- “MoFo,” the more colloquial mark to be used with care
- The tagline for this year’s program: Building What’s Next
- New for 2026: A standard, descriptive Summer Associate Program tagline
I put the “evergreen” icon and lockup together — and sold it to stakeholders — as a way to keep a direct mooring to the brand, no matter how fun and brand-bending the visuals get.
Marquee deliverables for this event are the location badges; frequently stickers and extrapolated to other location-specific aspects of the program communications.
The pitched approaches. Mocked up: firm email template, location-specific sticker.
Selected print and digital deliverables:
