The Project

Each fall, LCLD convenes the Managing Partners and General Counsel of the country's top law firms and corporations for its Annual Membership Meeting—the organization's highest-stakes event of the year. These are the decision-makers who determine whether their institutions remain members. The bar for this audience is exceptionally high.

Each year brings a new theme, and with it, a complete visual identity designed to feel entirely new, even to attendees who return year after year. A branding agency develops the base design; Jamie takes full ownership from there, adapting and extending that system across every physical, printed, and digital touchpoint of the event.

For every Annual Meeting, Jamie conducts an advance site visit to assess the space and map branding placement, determining where environmental elements will have the most impact before a single piece goes to production. The work goes well beyond signage: custom presentation decks, experiential activations, and fully branded receptions at landmark venues all fall within scope.

In 2023, the evening reception was held at the Smithsonian American Art Museum in Washington, D.C., a grand neoclassical atrium that became its own canvas. A four-sided branded bar served as the dramatic centerpiece, surrounded by a neon light installation, branded cocktail menus, and text projected directly onto the museum's historic stone facade.

In 2025, Jamie designed a custom card deck, a set of leadership conversation starter cards for Members to use with their teams. Demand exceeded supply, and one member firm purchased the entire remaining inventory and requested additional decks be produced.

Scope & Details

Audience: Managing Partners and General Counsel of top U.S. law firms and corporations

Venues: Mandarin Oriental, Salamander Resort, Smithsonian American Art Museum, National Museum of American History, and other landmark properties

Environmental Deliverables: Column wraps, registration environment, stage signage, table collateral, wayfinding, name badges, printed agenda materials

Presentation Design: Fully custom decks designed in Illustrator, placed into presentation files for pixel-perfect consistency with the room

Experiential Activations: Live on-site t-shirt printing with custom design; personalized monogrammed luggage tags and passport covers produced on-site

Reception Design: Custom environmental design for evening receptions, featuring branded bars and curated event details carried through to every touchpoint

Design Process: Base design by external agency; all event applications, deliverables, and activations conceived and produced by Jamie and team

The Challenge: Same core audience year over year — every identity must feel entirely new, at a standard befitting the top of the legal profession