Case Study
Enduring strength,
human perseverance.
LegacyFirst is a vertically integrated investment management and commercial real estate services firm specializing in helping their clients and partners transform commercial real estate into engines of economic prosperity. This is our fifth re-brand for LegacyFirst founder Landon Taylor.
The brief
What we did.
LegacyFirst is a vertically integrated investment management and commercial real estate services firm specializing in helping their clients and partners transform commercial real estate into engines of economic prosperity. This is our fifth re-brand for LegacyFirst founder Landon Taylor. Starting with the crafting of the positioning strategy and messaging framework, we quickly moved to developing a new logo, tagline, brand voice and website. The result is a brand as unique as the company itself.
This direction expresses LegacyFirst's core tension: enduring strength shaped by human perseverance. The visual language is bold, crisp and confident—anchored by a palette of black, white, charcoal, and gold—yet softened by light, texture, and space.
What the client said
“Having worked with Todd and team at Defining.com for five brand launches, I can honestly say they're an invaluable extension of our executive team and one of my most valuable growth partners.”
Landon Taylor
Chairman & CEO · LegacyFirst
Positioning statement
LegacyFirst is a vertically integrated investment management and commercial real estate services firm—specializing in helping clients and partners transform commercial real estate into engines of economic prosperity.
The tagline
Where Wall Street
meets Main Street.
The visual language is bold, crisp and confident—anchored by a palette of black, white, charcoal, and gold—yet softened by light, texture, and space.
The central emotion evoked is confidence, embodied by the people making these dreams a reality: your team, city officials, corporations and members of the community.
From the engagement
Vision, verbatim.
Visual Direction:
“Architects of Prosperity”
This direction expresses Legacy First’s core tension: enduring strength shaped by human perseverance. The visual language is bold, crisp and confident—anchored by a palette of black, white, charcoal, and gold—yet softened by light, texture, and space.
The central emotion evoked in this concept is confidence—embodied by the people involved in making these dreams a reality—your team, city officials, corporations and members of the community.