Goulston & Storrs, a leading full-service law firm with offices in Boston, New York, and Washington, D.C., is proud to celebrate its 125th anniversary with a refreshed brand identity and newly launched website—honoring its rich legacy while embracing a bold, modern future.
Founded in 1900 by Edward Selmar Goulston and Leslie K. Storrs at 17 Milk Street in Boston—Ben Franklin’s birthplace—the firm has grown into a nationally recognized powerhouse with nearly 250 attorneys and more than 200 professional staff. Known for its deep experience in real estate, corporate, litigation, private client, tax, bankruptcy, and environmental law, Goulston & Storrs continues to distinguish itself through a collaborative, values-driven culture and steadfast commitment to client success.
“Our 125th anniversary is more than a milestone—it’s an inflection point,” said Michelle Porter, Co-Managing Director at Goulston & Storrs. “This moment has given us the opportunity to reflect on our history of excellence, service, and integrity—and to look ahead with renewed purpose.”
A Brand Refresh for the Next 125 Years
While Goulston & Storrs has evolved over the decades, its core brand identity has remained largely unchanged, until now.
As part of the 125th celebration, the firm is unveiling a refreshed visual identity—including a modernized, digital-first logo, updated brand applications, and a new website—that better reflects the firm’s sophistication, strength, and forward-looking spirit.
“Our updated identity is rooted in who we’ve always been—committed, exceptional, and thoughtful professionals who solve complex legal and business challenges with creativity and care,” said Bill Dillon, Co-Managing Director at Goulston & Storrs. “We’re the same firm our clients trust with a modern look that matches our momentum.”
The rebrand was a deeply collaborative process, shaped by interviews and surveys with hundreds of colleagues and clients. Clarity Group Consulting helped uncover a clear picture of the firm—committed, exceptional, and thoughtful—while highlighting core values like partnership, creativity, and professional acumen. Wally Krantz, Creative Director of Outside Order, translated these insights into a fresh, modern visual identity system, and Reflexions, a digital design and development firm, brought the new website to life with enhanced functionality and a user-focused experience. The resulting brand platform captures the essence of Goulston & Storrs: a culture defined by collaboration, integrity, and shared success.
Looking Ahead
With a refreshed brand and a strong foundation, Goulston & Storrs is poised for continued growth across its core practices and offices. Recruiting top-tier talent and nurturing the next generation of leaders remains central to the firm’s strategy.
“In 1900, our founders set out to build a law firm defined by excellence, service, and respect,” said Porter. “Today, we’re proud to carry that vision forward—with new energy, a new look, and the same unwavering commitment to our clients and our community.”