Clarity for
Carr McClellan

A vibrant new brand for an exciting boutique law firm 

Carr McClellan, a boutique law firm in Burlingame, California, was in the process of repositioning to better capitalize on the business opportunities in both Silicon Valley and San Francisco. Carr McClellan turned to Clarity Group for assistance in articulating the new business strategy and developing a new brand strategy, which together would pull the firm forward.

We began our project with an intensive research phase that helped us to clarify what makes the firm unique and how to communicate its value to its clients. With this brand strategy in hand, we collaborated with the design agency Objective Subject on an engaging and on-brand visual identity that rejuvenated the firm’s look and feel. This new visual identity brings to life what makes Carr McClellan distinctive and positions the firm for future growth and success.

Carr McClellan Visual System
The new visual identity features a distinctive color palette and a system of icons that brings further interest to the materials.


We worked with Objective Subject to ensure the new identity was applied consistently across all firm touchpoints including the website, stationery, marketing materials, and office environments. We also developed a messaging strategy and provided guidance on marketing copy, attorney bios, and client communications.

With a custom brand engagement program, we helped everyone at the firm — lawyers and staff — understand the strategy behind the new branding, so they can bring it to life in their day-to-day activities.

Since focusing on its new business strategy and launching its new visual identity, Carr McClellan has enjoyed significant growth, bringing in new clients and making key hires.

See the new branding at