Prominent Regional Law Firm Gets New Name, New Look

Eau Claire-based law firm Weld Riley Prenn & Ricci, S.C. unveils new name and brand identity in time for its 25-year anniversary.

Eau Claire, WI—After twenty-five years, respected northwestern Wisconsin-based law firm, Weld Riley Prenn & Ricci, S.C. has changed its name—and its look. The new streamlined name, Weld Riley, S.C., reflects modern branding conventions as well as the firm’s evolving vision. In addition, the firm created a dynamic new logo and tagline plus a full range of identity and marketing materials, highlighted by a sleek new website. The recently launched site enables both current and prospective clients to better engage with the firm and understand who Weld Riley is and what it has to offer. The new brand reflects the way the firm operates—clean, clear, collaborative. “Our new brand is more aligned with where we’re headed in the future,” said president and founding partner Steve Weld. “We wanted to honor and preserve our accomplished history while looking forward to our future, all while staying true to the Wisconsin roots and core beliefs that have always guided the firm’s growth and success.”

As a nod to its history, Weld Riley’s primary brand color, green, has been retained, but has been brightened to give the firm’s marketing materials a fresh, modern feel. The logo icon consists of four vertical bars in honor of the four founding partners. The firm’s new tagline, “A more powerful partnership,” builds on the strength of the firm’s size and scope, as well as being a statement on the way the firm sees its relationship with its clients—as helpful business partners instead of just another outside resource.

In updating its name, logo, tagline, and look, Weld Riley sought to create a brand image that better reflects the standard of service, professionalism and unique culture of the firm. While the firm’s name and outward face have changed, the core beliefs and business approach of the firm are the same as ever. Committed to providing a high level of dedicated, responsive service and legal insight to its clients and the community, Weld Riley prides itself on being true to its down-to-earth approach—offering big-city legal talent without the stuffy attitude.

Formed in 1991, Weld Riley is the largest law firm in the Chippewa Valley. With offices in Eau Claire, Black River Falls, and Menomonie, it has thirty-three practicing attorneys and six “of counsel” attorneys. A full-service firm practicing in all major areas of the law, Weld Riley represents individuals, businesses, school districts, and municipalities throughout Wisconsin and beyond.