EightySeven

EightySeven Contact information, map and directions, contact form, opening hours, services, ratings, photos, videos and announcements from EightySeven, 159 N. Sangamon Street, Chicago, IL.

07/16/2026

The legal industry has a habit of treating complexity as a credibility signal.

Dense language, technical framing, the more complicated it sounds, the more serious it seems. The more serious and official the leather-bound, columned, serif font look, the more you fall into the sea of sameness.

KrugerHenry's real strength was the opposite. They made complex legal and technical work feel navigable, not intimidating.

We built a visual system that led with restraint, black and paper white, with color used only where it earned its place, alongside a voice that's confident without sounding closed off. The line that ties it together: know-how knows no bounds.

We partnered with KrugerHenry on:
→ Visual Identity
→ Verbal Identity
→ Brand Guidelines
→ Art Direction

Want to see more? View the case study link in the comments.

07/15/2026

KrugerHenry was at a transitional point. New leadership with new names, a growing portfolio of clients and services, and a team ready to scale.

The breakthrough came from naming what they had actually become. Not a law firm. Not a software company. A modern legal resource. That single shift gave leadership a shared way to talk about the business, inside the firm and out.

We partnered with KrugerHenry on:
→ Brand Strategy
→ Brand Focus
→ Verbal Identity
→ Visual Identity

Want to see more? View the case study link in the comments.

07/14/2026

The biggest shift at KrugerHenry didn't happen on the outside.

Once the brand foundation was in place, the team stopped debating direction and started building from it. Presentations, proposals, and explanations of their own platform all started running through the same filter.

Alignment came before acceleration. The firm didn't just look different afterward. It moved faster, with a shared language for making decisions and talking about what they offer.

We partnered with KrugerHenry on:
→ Messaging Toolkit
→ Presentation Systems
→ Marketing and Sales Assets
→ Digital and Product Alignment

Want to see more? View the case study link in the comments.

07/13/2026

KrugerHenry built its name as a boutique law firm with a niche practice and national reach. Somewhere along the way, they became something bigger.

A proprietary legal platform called Evergreen quietly turned the firm into a more scalable, more modern version of itself. The problem was never capability. It was that the outside world still saw the earlier version.

When a business changes faster than its brand does, the story falls behind. KrugerHenry came to us to help people catch up to who they had actually become.

We partnered with KrugerHenry on:
→ Brand Strategy
→ Brand Naming
→ Verbal Identity
→ Visual Identity
→ Brand Activation

Want to see more? View the case study link in the comments.

A lot of founders reach the same moment.The business has grown. The team knows what they're doing. The work speaks for i...
07/03/2026

A lot of founders reach the same moment.

The business has grown. The team knows what they're doing. The work speaks for itself in the room. But outside the room, the brand isn't keeping pace. New prospects aren't getting it as fast. The story is still being told in pieces.

KrugerHenry had built real depth. 25 years of client trust. A roster that includes major hospitality groups, pro sports teams, and international events most people have heard of. And a technology platform they built themselves, because the tools that existed weren't good enough. None of that was visible in the brand.

Our job wasn't to convince them of their value. It was to make that value legible to everyone who hadn't experienced it yet. Strategy, naming, full visual and verbal identity. A brand that finally communicated what they had already become.

The hardest work is already done. The brand just has to say so.

Most professional service brands look the same because their category rewards sameness.You're trained to signal credibil...
07/02/2026

Most professional service brands look the same because their category rewards sameness.

You're trained to signal credibility through convention. Corporate blue palettes. Dense copy. Serifs and columns. The unspoken suggestions signal “law,” but that approachability is a liability.

The team behind KrugerHenry has been described as "fun lawyers." Serious about the work, not about themselves. So we said, embrace it.

They're just as comfortable in the boardroom as they are at the bar next door. That personality was already showing up in every client conversation. It just wasn't showing up in the brand.

We built a system that matched who they actually are. Merch people wanted to wear before it even launched. Presentations that don't look like law firm templates. Conference materials with a point of view. The brand became a signal in itself.

How you show up is part of what you're selling.

Businesses evolve faster than brands do.It happens in almost every growth-stage company. The work gets sharper. The clie...
07/01/2026

Businesses evolve faster than brands do.

It happens in almost every growth-stage company. The work gets sharper. The client base expands. The team builds something no one else in the category has. But the brand is still describing the version of the business from three years ago.

Early in one of our early conversations: "We’re really a software company." He was talking about Evergreen, a compliance platform they built themselves because nothing on the market met their clients' needs. Most firms in their space are still working off spreadsheets.

KrugerHenry built an industry-leading innovative tool. They used it internally before developing a standalone product alongside the practice.

But walking into a room, the brand wasn't telling that story. It was telling the old one like a legacy law firm.

We worked with the team to define what the business had actually become, then built a brand system capable of carrying it forward. New name. Clear positioning. A visual and verbal identity that could hold up in front of a major hotel group, a tech-forward compliance team, or a regulatory body.

The business already evolved. The brand just had to catch up.

Leadership transitions are one of the hardest brand moments to navigate.You've inherited trust. Real, earned trust. Clie...
06/30/2026

Leadership transitions are one of the hardest brand moments to navigate.

You've inherited trust. Real, earned trust. Clients who know the prior name, who built a relationship with the prior team. And you're trying to carry that forward while also making room for everything the business has become since.

When we started working with Kaitlynd and Tom, they told us something that stuck. They were saying something different every time someone asked about the rebrand. The story was in their heads, just not in a form they could hand to anybody. And that was holding everything else up.

The rebrand wasn't about leaving the past behind. It was about building something that could hold both. The 25 years of credibility and the momentum of where the firm was actually headed. Without having to choose between them.

That's what a brand transition is supposed to do.

There's a kind of credibility that builds slowly, over decades, through work. And there's a version that gets borrowed f...
06/29/2026

There's a kind of credibility that builds slowly, over decades, through work. And there's a version that gets borrowed from the category.

Most firms borrow it. Dense language. Traditional signals. The quiet implication that complexity is the point.

KrugerHenry's actual strength was always the opposite. Their whole thing is taking something complicated (multi-state licensing, TTB compliance, regulatory strategy) and making it navigable.

They're not intimidating. They're approachable. And in their space, that's genuinely rare.

We built the brand around that. Clean system. Clear voice. A name that reflects who is actually leading the firm now and where it's headed. The result is a brand that doesn't just look modern. It makes a case.

The legal category defaults to gravity as a brand strategy.Seriousness as a signal. Formality as a default. The implicit...
06/29/2026

The legal category defaults to gravity as a brand strategy.

Seriousness as a signal. Formality as a default. The implicit message that approachability means less credibility.

KrugerHenry's brand guidelines actually use the phrase "fun lawyers." They're professionals in the most unpretentious way. Serious about the work, not about themselves. And that showed up in how they ran client conversations, how their team moved, how they talked about what they do.

We built the brand to match. Stationery that felt considered. A presentation system that didn't look like a law firm template. Merch their own team was asking about before it even launched. A system sharp enough to hold up at a hospitality industry conference, but human enough to feel like the firm behind it.

Personality and credibility aren't opposites. They're the combination.

Address

159 N. Sangamon Street
Chicago, IL
60654

Opening Hours

Monday 8am - 6pm

Telephone

+15135808787

Website

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