the challenge

BrownWinick is a law firm headquartered in Des Moines, Iowa, home to some of the most respected attorneys in their respective fields. But in law, as in life, you’re only as good as your reputation: BrownWinick needed a new brand that lived up to theirs.

the solution

Through extensive research and ideation, we built a case to cement their status as Des Moines’ foremost law firm. This significant shift in the way the company presented itself gave BrownWinick an identity that suits them.


Brand Identity
Event Planning
Website Development

Brand Identity :

Trial – No Error

BrownWinick gives peerless advice to a wide array of industries, from food and agribusiness to energy and technology. They all need to face the future. Inspiration was buried in the very name. Be Bold. Be Wise.

After choosing an ownable color palette to set BrownWinick apart from other law firms, we also incorporated an icon system into their visual identity as a way to distinguish between the firm’s services and industries. We used the brand colors: lime green and orange, to create a dual-tinted icon set to represent the different categories amongst both groups.

Let’s Get
Pivotal, Pivotal.

In every business, there’s a moment when, just. Like. *that*… everything changes. The pivotal moments. We created a brand film built around these pivotal moments, and how the experts of BrownWinick guide their clients through them.


Exhibit A

Your website is your first impression, and it’s got to prove why a client should go with you. Many law firms have sites that look like you found them from a 2pm public access TV commercial. BrownWinick was far beyond that, but they needed to leave the entire stratosphere. We blasted off with a cohesive, comprehensive new website.


All Rise

As each lawyer’s personal brand was tied to that of BrownWinick, it was important for MACLYN to include all of them from the inception of discovery (they’re lawyers, they do discovery too). Then, we held a gala to honor all employees, and gather steam for our external brand launch. With cocktails, a speech from the managing partner, and a kickoff from motivational speaker Chris Norton, we got the group excited to evangelize their bold new brand.
When employees returned to their desks after the event, they found a cool box of branded business cards, coffee and other gear waiting at their desk, and opened their inbox to find brand guidelines and instructions for applying the new brand to their LinkedIn profiles.
We’re the headshot quid Pros, quos. MACLYN arrived onsite to execute a professionally art-directed, airbrushed to perfection photoshoot, where we got the entire BrownWinick team looking like the elite, courtroom-crushing titans they are.

Put the Lit in

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