Bucy & Elson is an aggressive revolt against the immovable dusty bookshelf, 3-piece suited image that immediately comes to mind when we hear the word attorney.

In the midst of a legal battle after a business split with a former partner, Bucy & Elson needed to rebuild an entirely new brand identity around their vision. They needed something fast and they needed something strong, a combination that’s extroardinarily difficult to get right.

The Brief
The vision for Bucy & Elson is one of unity, collaboration, and empathy. They offer Personalized legal services in the heart of Ashland, Oregon through in-home, downtown, and virtual consultations. This is the story we needed to tell visually.

The Approach
They came in with the idea of a logo involving hands. This theme was consistent from the very beginning. Based on the vision, values, and processes they came to me with I actually agreed with them. Regardless of the fact that a helping hands symbol is perhaps the most overused and cliche logo concept out there. Much of my focus in the research stage of this project was determining how to apply that concept without falling to mediocrity next to other logos.

The Solution
The final brand identity was a complete shift from the graphic expectations of the legal industry. Even just a quick google search reveals just how rare the color green is in this industry. And that’s for a reason. Blue is a symbol of loyalty, strength, and trust. Green however, is natural, it’s a symbol of growth, creativity, and balance— all things we felt that Bucy & Elson exemplified.

The logo is built on strong, bold lines that symbolize assertiveness and confidence, while rounded edges added a sense of comfort, trust, and stability. The design is actually not entirely symmetrical— representing imperfection in a human way that felt personal and approachable. The identity focuses on a soft confidence, a gentle strength, mixing boldness with approachability.