Pickell Ferguson Law

Overview

Pickell Ferguson Law engaged me to lead a full brand refresh and website redesign following the firm’s transition from Norman Pickell Law. The objective was to develop a modern, professional identity that reflected the firm’s evolution while maintaining its long-standing reputation for trusted, community-based legal services.

The refreshed brand emphasizes clarity, credibility, and continuity—balancing legal tradition with a contemporary visual language. The website was designed to clearly and accessibly present the firm’s core practice areas, including real estate, wills and estate planning, business and corporate law, estate administration, and powers of attorney, ensuring an intuitive experience for clients at every stage of life.

Careful attention was given to tone and usability, creating a digital presence that feels welcoming and straightforward while reinforcing the firm’s expertise and professionalism. Based in Goderich, Ontario, Pickell Ferguson Law’s updated brand and website now more accurately reflect its role as a reliable legal partner for individuals, families, and businesses in the community.

Scope of Work

• Brand refresh and visual identity
• Website strategy and information architecture
• Website copy and content structure
• Digital design direction and implementation

Brand Rationale

Read Brand Rationale

The Pickell Ferguson Law logo brings together the firm’s name and values through a simple, intentional mark. The “P” and “F” represent Pickell and Ferguson, anchoring the identity in the firm’s leadership and legacy, while an Ionic column serves as a widely recognized symbol of law and justice.

Inspired by classical Greek and Roman architecture, the Ionic column represents stability, structure, and fairness—core principles of legal practice. Striking a balance between the rigidity of the Doric column and the ornamentation of the Corinthian, the Ionic style reflects the firm’s commitment to authority paired with approachability.

The column’s distinctive volutes (scroll-like forms), traditionally associated with knowledge and reason, reinforce Pickell Ferguson Law’s dedication to thoughtful legal strategy and strong client advocacy. Together, these elements create a timeless and recognizable mark that communicates trust, integrity, and reliability—positioning Pickell Ferguson Law as a modern firm grounded in legal tradition and community trust.

Website Before

Website After