the brief:

A professional legal firm where Gustafson is no longer in the business so the client requires a way to both lead with their own name whilst also making reference to the previous owner.

The focus is on Franke, and to stand out of the crowd of legal firms.

Although the firm specialises in property and commercial law, a big NO was any visual alignment with traditional real estate design.

The Solution:

Whilst researching with the client using pm3 portfolio work, we discovered preferences for femininity, (Justine Dorrell Consulting and Beaumont People) something softer than the traditional masculine look of law firms. 

This is where we took the Franke into a softer hand written form whilst using the red to naturally highlight the lead name in the branding.

Palette also included navy to provide balance, referencing the sober nature of law.

The visual needed to work both on business stationery, with a strong recall to mind email signature, as well as  working enlarged on wall signage.

Marketing Collateral:

logo
business stationery
email signature
Wall signage

The Result:

A modern identity conveying classic regal characteristics and allowing the focus of the new business lead, Franke, to take precedence. A perfect blend of feminine and masculine elements reflecting the client brief.