Northgrove Law
Northgrove Law is the legal complement to Southwood Financial, mirroring Southwood’s empathetic approach to student debt loan resolution. When borrowers reach a dead end in paying off their loan, they are contacted by a legal entity with a lawsuit in hand—the last knock anyone wants on their door. Northgrove is upfront and clear with their approach: what looks like the end of the road doesn’t need to feel like the end of the world.
Feeling the pinch
Settling student loan debt starts at the bank, which is intimidating to begin with. If no resolution can be reached there, the law firm steps in—and so does panic. Understanding that our target is already in distress over their financial burden, getting hit with the possibility of getting sued feels like absolute disaster. For Northgrove, this insight demands more compassion and more commitment to finding a mutually equitable solution.
A caring community
We defined Northgrove Law’s Brand Idea as The Care of Debt Resolution, an internal rulebook as much as an external mode of behavior. In an industry notorious for strong-arming, Northgrove is committed to a gentler touch, working to understand their consumers’ unique situations and looking for every possible way around litigation. Together with Southwood Financial, Northgrove Law welcomes debt holders into a community of seasoned professionals who demonstrate genuine care about people’s well-being.
Creative at work
The first assignment was to name the law firm that would be a partner to Southwood Financial. We landed on Northgrove as a continuation of the “place of mind” naming convention. Because we want the two entities to appear clearly related, we designed the Northgrove logo and Northgrovelaw.com as a complement to the Southwood logo and Southwood.co, inviting visitors into a similar welcoming, optimistic, empathetic environment.
