Holland & Marie (HM) is structured as a law firm and hence, faced the quintessential problem of brand naming when founding partners leave or take a backseat. But, a big but here, the name already gained traction and build enough brand equity and brand recognition with existing stakeholders. Together with the new partners, we decided to shorten the name to HM and add the word, "Strategy" to the game, and thus renewing the firm with a greater purpose beyond the founders. To ease the transition, we literally created a logo animation that reveals the shortening and lengthening, hence paying tribute to the past while looking ahead into the brighter future.