Aytpical Law

Atypical law firm branding

Atypical law firm branding

Reimagined: A law firm like no other

Description:

A brand for a new law firm with a disruptive model

Intent:

Identify ‘a law firm like no other’

Who:

Garrett Reil with Cauldron, London

Services:

Branding concepts / ideation
Naming
Tone of Voice / Verbal Identity
Brand book

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 law firm branding

Atypical law firm branding
Reimagined: A law firm like no other
Atypical brand book
Garrett Reil with Cauldron, London
Identify ‘a law firm like no other’
Messaging / copy
Garrett Reil with Cauldron, London
Garrett Reil with Cauldron, London

© Garrett Reil 2012-2022.
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