Thompson Hall, a growing Twin Cities law firm, needed help defining their brand. Working against conventional wisdom surrounding lawyers, the empathy that this firm has for its clients was brought to the surface. At the core, the firm's attorneys and staff believe in using their deep knowledge and expertise to empower others. This "Power Shift" became the core brand idea setting the tone for the brand's refresh. From a progressive new name, Jux Law Firm, to a visual identity with gravity, the work captures their unique spirit and vision.