Role: Art Director
Agency: Cubicle Fugitive
Client: Fillmore Riley LLP
Agency: Cubicle Fugitive
Client: Fillmore Riley LLP
ABOUT THE CLIENT
Fillmore Riley LLP is a leading Winnipeg-based law firm serving clients across Canada and internationally. With a history dating back to 1883, the firm is known for its expertise in corporate law, litigation, real estate, intellectual property, and more.
THE CHALLENGE
Despite their strong reputation, their brand didn’t reflect their level of expertise.
• Their visual identity lacked the presence of a top-tier firm
• The website felt outdated and difficult to navigate
• Branding was inconsistent across touchpoints
• Online visibility and positioning were limited
Fillmore Riley needed a cohesive brand strategy and modern identity that matched the quality of their services, and helped them stand out in a competitive legal market.
THE APPROACH
As Art Director at Cubicle Fugitive, I led the creative direction for a full brand refresh.
We began by clarifying what sets the firm apart: deep expertise, long-standing credibility, and a practical, client-first mindset. From there, we developed a clear brand positioning strategy to guide all visual and messaging decisions.
The goal was simple: create a brand that feels established, confident, and premium—without feeling dated or traditional for tradition’s sake.
THE SOLUTION
1. Brand Identity System
• Refined color palette to convey trust, stability, and confidence
• Elevated typography for a more contemporary, premium feel
• Clear brand guidelines to ensure consistency across all platforms
2. Website Redesign
• Clearly communicates insights, services and expertise
• Highlights lawyer profiles and credentials
• Improves navigation and user experience
• Positions the firm as approachable yet authoritative
3. Marketing & Collateral
I extended the identity across all touchpoints:
• Stationery and business materials
• Advertising campaigns
• Social media and slide templates
• Marketing collateral
Every element was designed to reinforce the same message: a respected firm with a modern perspective and a client-focused approach.
WEBSITE
ADVERTISING
STATIONERY
SLIDE DECK TEMPLATES
MARKETING MATERIALS
THE RESULT
Fillmore Riley’s brand now matches the caliber of its work.
The new website strengthened their digital presence, improved discoverability, and created a more engaging experience for prospective clients.
A cohesive identity system elevated brand perception and reinforced their position as a leading Canadian law firm.
The integrated rollout — from digital to advertising — attracted new clients, referrals, and talent, while giving the firm a confident, modern presence in a competitive market.