How do you evolve a law firm beyond the standard founder-name format and into something that reflects the values, mindset, and mission of its clients?

For years, Josh operated as Calderon Law. It was personal and functional—but as the business matured, so did the vision. The name no longer reflected the kind of work, relationships, or ambitions the firm had come to embody.

The result? grit + co—a bold repositioning rooted in resilience, growth, and clarity. More than a new name, it marked a turning point.

A Strategic Shift Toward Purpose and Presence

Since rebranding to grit + co, the firm has undergone a quiet but powerful transformation:

• A new space: The move to a larger office wasn’t just about square footage. It was a physical declaration of where the business was headed—more capacity, more collaboration, and a clearer sense of identity.
• A growing team: With growth came new hires, adding fresh energy and capabilities to a now more cohesive and aligned internal culture.
• A clearer mission: The brand now acts as a compass—not just for marketing, but for decision-making, team dynamics, and client experience.

What grit + co says on the outside now matches what the firm delivers on the inside.

The Creative Direction

The new name and identity had to capture what clients already felt—but hadn’t yet seen reflected in the brand.

• “grit” signals courage, tenacity, and honesty—especially in high-stakes, founder-led business scenarios.

• “+ co” reframes the firm as a partner in the climb. It nods to the collective—advisors, clients, team, and shared wins.

Visually, the identity is stripped down but confident. Sharp lines, clean type, and subtle mountain symbolism all nod to the ascent—the journey upward with a trusted legal ally by your side.

Impact Beyond the Logo

While the design was important, the deeper work was strategic: aligning who the firm is with how it shows up.

• Increased resonance: grit + co now speaks directly to its ideal clients—business owners who value plainspoken honesty, smart legal strategy, and someone who gets what it takes to build.

• Refined focus: Internally, the brand brought sharper direction. It clarified priorities and helped the team rally around a shared vision.

• Brand as a filter: With a stronger identity, grit + co is better positioned to attract the right kind of work—and politely pass on the rest.

This Wasn’t Just a Rebrand. It Was a Reframing.

The shift from Calderon Law to grit + co was more than a name change. It marked a moment of evolution—a business stepping fully into its identity, values, and voice. Now, every element—from the website to how the team talks about their work—feels like it belongs. It’s sharper. Bolder. More intentional. And most importantly, it’s true to who they’ve become.