When Shane Gosdis approached me he was just getting his litigation practice off the ground. He wanted an identity that felt modern, aggressive and bold. Business litigation can get nasty and Shane wanted a tough image to instill confidence in his client and maybe strike a little fear into the opposing side. The tricky thing about Arizona law with regard to naming back then was that you couldn’t just pick any name for your firm – you had to use your name. I decided to roll with a simple logotype that had some movement and that felt strong, clean and modern. I also created a visual language of words that represented Shane’s approach. These words were used in a sort of 3 dimensional space when mixed with this photo, so it really felt like he owned them. I created a logotype, a business system and a website for Shane and helped earn him respect and command top dollar from his clients.