2025 has been a busy year for us and one marked by many changes. We expanded into new markets (hello 👋 Denver and Colorado Springs) and increased our footprint in Phoenix and Tucson. While we are so grateful for the support that enabled such rapid growth, it did cause us to momentarily lose focus of our original mission.
Novo was founded in 2018 by three enterprising attorneys who wanted to improve the delivery of family law services. The value proposition was simple: make elite legal services more accessible to every family. To do that, we needed to eliminate some (okay, a lot) of the bloat and inefficiencies that make traditional family law firms cost prohibitive to most families.
We worked closely with other legal innovators to refine a remote-first model that offered cost-certain fee structures, including fixed or flat fees. Many other law firms emulated what we did first (some even copy and pasted from our marketing materials). While imitation may be the sincerest form of flattery, our industry is driven by people, not processes. We do not know of any other law firm with capabilities comparable to ours that offers flat fees.
As we stood toe to toe with the largest and most expensive family law firms, we attracted clientele with increasingly complex needs. In that moment, it was easier to default to traditional hourly fee structures than to iterate internally to ensure that our signature fee structures scaled with our clients’ unique needs.
Look, we know that most families cannot afford limitless hourly billing and ten thousand dollar retainers that have to be replenished every month. That is truer now than ever. Everything around us is more expensive—the costs of groceries, healthcare, utilities, and everyday living expenses have increased exponentially.
Now more than ever families need flexible, cost effective solutions to their family law problems. All of our services are fully customizable to client budget. From simple document preparation to full representation in contested litigation, we scale with you.
A new look with a familiar purpose
After we celebrated our seventh anniversary, we felt it was important to refresh the firm’s image to better reflect our growth and market positioning. A stronger brand identity was needed to clearly communicate our message and the value that we offer our clients.
The previous brand identity felt rushed and incoherent—it never told the story we want to tell. The website was outdated, difficult to navigate, and misaligned with our mission. A stronger, clearer identity was needed to communicate the ambition, flexibility, and value more effectively.
The rebranding introduced a fresh, strategic identity that reflects our ambition, innovation, and client-centric vision. Every element, from the logo to color palette to language was designed with purpose. These efforts better align our brand with its market positioning, build stronger connections in our communities, and communicate our core values with clarity and confidence.
There's more work to be done
The transformation is far from complete; there will be more changes and improvements throughout the website and our marketing channels. We want to make more resources available to individuals who choose to represent themselves. This will include deeper focus on case law, procedural rules, sample court forms, and tips to help you successfully navigate family court without an attorney. We will also offer more unbundled services to enable you to get affordable assistance with defined tasks like legal document preparation or trial preparation.
Through refined visuals and fresh content, this transformation marks the beginning of a new era of value delivery and positive impact.
Novo’s brand refresh is more than just a new logo and color palette. It is a visual recommitment to the reasons why we started this firm—specifically, our value proposition. We now offer fully customizable services and fixed or flat fee structures for all budgets and case complexities. We do this with a data-driven approach that better enables us to anticipate client costs from the initial consultation and a uniquely modular fee structure that ensures that clients pay only for what they truly need.
So if you're in Arizona or Colorado and need a family lawyer but don't have unlimited funds for unlimited hourly billing, reach out and schedule your free initial consultation.
