Winthrop Couchot

Creative Design & Production

The McNaughton Group


Jenson Printing & Litho


Winthrop Couchot Professional Corporation, located in Newport Beach, is southern California's leading corporate bankruptcy and reorganization law firm. Well known in their industry, they had kept the original identity system developed at their founding in 1995, but it was definitely time for a change. The competition was becoming more visible and the firm's business was starting to level off.

Brought in to completely re-invent their corporate identity and advertising packages, we carefully examined the firm's strengths in the marketplace, its competitors, and most importantly, how the firm wanted to be perceived by the industry and potential clients. For the identity package, we developed a look with clean typography and colors that convey sophistication, strength, and mastery. In developing the ad campaign, we realized that primary ad placement for law firms is in industry event booklets and programs - a medium of cluttered pages and distracting images. We designed ads with plenty of white space to separate our client from the crowd and draw the eye directly to their name and firm description.


While changes in corporate identity generally give results in the long-term, the ad campaign had effect almost immediately: within two months of first placement business was rebounding - in a market where corporate bankruptcies were actually down. Visibility is everything.

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