Atypical law firm branding
Reimagined — A law firm like no other
Description:
A brand for a new law firm with a disruptive model
Intent:
To serve and protect high-tech market disruptors – create a brand to identify ‘a law firm like no other’
Who:
Garrett Reil with Cauldron, London
Services:
A new, disruptive law firm model targeting tech start-ups and upstarts required a breakaway identity to position itself outside of legal sector norms.
Challenge:
Identify the firm as a disruptive force that understands the needs and concerns of its tech sector client base in the ‘silicon roundabout’ of Shoreditch, London. My initial research and brand workshops with the client group led to the positioning ‘A law firm like no other’.
Solution:
A brand name using wordplay (or is that a typo?) combined with a strong, simple design style and a tone that’s refreshingly direct in legal circles.
What’s the result?
A highly-differentiated brand, appropriate to its target audience, which reflects the disruptive offer in an engaging way.
Atypical law firm branding
— Before
Atypical brand book
Messaging / copy
