grit + co
How do you stand out in an industry where almost every competitor has built their brand on a running list of last names? In theory, it sounds easy. But doing it well is another story.
Industry
Business Law
Location
Toronto, Canada
Services
Brand Naming
Brand Positioning
Brand Design
Copywriting
Web Design
The Project
After operating his law firm as Calderon Law for five years, Josh came to us looking to elevate his brand and carve his own space in the industry.
His firm’s name represented him in the most basic form but not the business he’d built. It lacked a story and said nothing about his ethos: to provide empathetic guidance to determined, resilient business owners, but with a tough-love mentality.
Equipped with calculated creativity, we crafted a name, brand, and web design that communicates that philosophy, skillfully swims against the current, and drives inquiries from the right kind of clients.
The TWYST
The renewed brand name, grit + co is a nod to the industry’s naming convention, “Name + Name,” but with an untraditional twyst. Instead of glorifying a firm’s partners, the name captures the raw elements of Josh’s learnings about successful businesses. To scale up the mountain and reach new heights, you need grit, resilience, and a collective that has your back.
The Solution
At grit + co, that means putting clients’ interests first, and communicating in a way that’s direct, honest and human. After unearthing ‘no BS’ as a core value, we executed the brand with visual and verbal language that’s clear and minimal.
The result is a tone of voice that’s bold, professional, and passionate, translated into a copy style that uses contact sports to invoke the spirit of resilience and perseverance, and the team effort that’s required to reach success.
The visual identity is sharp and innovative, yet grounded. The brandmark, a mountain: a callback to the uphill journey of entrepreneurship. All woven together in not just a website, but a brand experience that resonates with the kind of fearless, modern entrepreneurs grit + co strives to serve.
