Rebrand from Rayvn Design Helps Orlando Law Firm Reach New Clientele

Product Feature by Denny Kurien RGD, Co-Founder & Creative Director at Rayvn Design


Normand PLLC, a law firm based in Orlando Florida consisting of 11 attorneys, approached Rayvn Design to do a rebrand. They felt their current brand was a bit dusty and staid, and not getting the attention it deserved. Plus they were looking to focus on a very different clientele.


Rayvn Design provided the following services: 

  • Brand Strategy
  • Brand Identity Design
  • Website Design & Development
  • Corporate Stationery Design
  • Social Media Content Design



During the Brand Discovery process, we came to understand that the one thing Normand Law firm did exceptionally well was class-action lawsuits.


Their brand archetype was that of “The Maverick” (the rebel) – so we positioned them as a small but fearless law firm who goes after the large conglomerates and wins. We used a "David vs. Goliath" analogy to frame the narrative.



The bold logotype we created in combination with black and orange colour palette made the Normand brand striking and hard to ignore.


We also had the founder Ed Normand’s face displayed right on the header of the website; he represents the "Maverick" personality in the way he leads his firm.


All of the attorneys were photographed professionally against an orange backdrop, which helped set them apart from competitor law firms that take the more traditional approach with visuals like leather-bound books. 



Having case studies prominently featured on the firm website helped reinforce confidence for their target audience of other lawyers and judges, because it showed how many class-action law-suits they had won and against whom.



Since the rebrand, the firm has received 3x more inquiries through their website from target clients. 


Here is the website we designed & developed:





Team at Rayvn Design
Photography by Macbeth Studio
Website Development by ultramodern


Denny Kurien RGD is a branding & design consultant based in Toronto. Denny is also the Creative Director & Co-Founder of Rayvn Design and worked in the visual communication industry for close to 20 years. During that time, he has worked with large iconic brands like Coca-Cola, Sony, Marriott and Molson-Coors. Yet to this day, he gets the most pleasure from empowering small business owners to create extraordinary brands, that attract high paying clients. Denny believes that all small businesses can achieve mighty things when they have the courage to be brave and stand out.





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