A brand idea that has been staring us in the face since 1864

Pitt & Moore, a Nelson law firm, wanted to have a more meaningful and clearly defined brand for marketing purposes. Downing Design was engaged to help them identify their brand values, and to then translate those values into promotion. A workshop was held to clarify their brand values. The result was the revamp of the Pitt & Moore identity to align strongly with their values and purpose.

Brand Idea

Following on from the workshop the creative process started and it unearthed a seed of an idea that existed in the logo since the partnership started in 1864. It’s an idea that relates strongly to the core values of Pitt & Moore; that is the idea of the ampersand(&), the abbreviated form of ‘and’. The ampersand speaks of joining and connecting two ideas; we took it further by using it as a metaphor for a successful partnership. In the first instance it is about the partners in the firm, however it could be pushed further to describe the successful partnership between client and firm. It can also be about the extra value that Pitt & Moore adds to a client.

We suggested emphasising the ampersand and using it as a metaphor to show what Pitt & Moore is all about.  The slogan ‘Partners for Success’ was created and gives meaning to the ampersand and makes a promise to clients that is based on purpose of Pitt & Moore to advance client’s interests.

Pictured above is some of the ways we applied the new brand for Pitt & Moore.  Posters showing the brand values (excellence, engagement, solutions and integrity).

Selection of pages from the website showing how the brand values have been incorporated:



From left to right: cushions, wine labels, reception desk, postcards with values, sandblasted stones, information sheets, presentation folder and information sheets, large painting and cushions:


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