Kristi Farsolas

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Fashion Counsel Series

The recent launch of our re-designed homepage and new branding materials marks a pivotal evolution in the AFS brand, reflecting our commitment to innovation and excellence. This initiative embraces our iconic red fox and the "Smart In Your World" philosophy, while introducing a modern and sophisticated update to our branding. Our new homepage features dynamic video content in the main section, offering visitors an engaging first impression. This redesign strategically prioritizes our legal and business analysis, which drives 25% of our total sitewide traffic, and emphasizes our industry-focused marketing approach. These elements highlight AFS's dedication to understanding and addressing the business needs of our clients.

The primary goal of this refresh was to evolve the overall brand and truly make it our own following the merger. We introduced a new color to the AFS palette and emphasized the fox motif, aiming for a sophisticated and modern aesthetic with a creative touch that distinguishes us from other firms.

Beyond the homepage, our website now features updated practice and industry images and a new background for bio photos. These branding updates extend to various marketing materials, including email marketing templates for client alerts, event invitations, and announcements, social media imagery, pitch and proposal templates, individual LinkedIn banners, and a new, user-friendly AFS PowerPoint template for firm-wide use.

This comprehensive branding refresh not only enhances our visual identity but also reinforces our strategic focus and commitment to delivering exceptional value to our clients.

We wanted Schiff to be known as a progressive and welcoming place for people to work and connect with each other. We also wanted Schiff to stand out from our peers and to be a firm that clients want to hire.

 So, to achieve all of this, we quietly began to refresh our brand. We started by evolving the firm’s visual identity (colors, fonts, graphics, and images) and turning black and white photos to color – bringing the firm and our people to life. We first applied these brand changes to our internal communications and slowly started updating our external marketing platforms across print, digital, and mobile, so that no matter where a client is located or how they are reaching us, they will have a consistent and dynamic experience with Schiff.

 This refresh was driven by our internal MarCom and Creative team. We were able to achieve a fresh new look and approach to our clients, our brand, and our internal stakeholders for  minimal cost by revamping our existing platforms.