Forge and Smith was tasked with re-imagining the firm's visual brand. JFK Law’s prospective clients have a strong connection to the land, a value shared by the firm. Expansive nature photos defined the motif for the site’s new banners. Our design team was responsible for the creation of their new logo: the three coloured paddles. The distinct colours were selected as a representation of Canada's diverse population. The iconic paddle is a symbol of cooperation, a tool for propelling people and creating momentum. Appropriate imagery for a firm dedicated to the advancement of clients' rights and the preservation of Canada's First Nations roots.