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Legal firm brand positioning and identity

When Karen Overend decided to leave her partnership in New Zealand’s leading legal firm Duncan Cotterill it was to start her own firm, with a straight talking pragmatic approach to property and construction law. We created a brand positioning platform for them which distanced them from other legal firms in the country, challenging stereotypes of how a legal firm should look and feel, and which aligned them more closely with the sector they were operating within. Together with Karen we defined how they speak as a brand, with a range of positioning statements to form the basis for their communications. We designed a bold, clean and contemporary identity with a robust tactile quality based on the weathered steel construction of their own architecturally significant office building in the South Island city of Christchurch, and extended that identity across a suite of branded launch materials and communications. This included commissioning photography of the team showing them as “real” people, relaxed and approachable, far from the typical impression of how lawyers should look. We also combined the portraits with images of construction materials and abstracted shots of architectural details to build a palette of elements that reflect the focus and the tone of voice of the firm and the brand.

Project Roles
Art Director, Creative Director, Designer, Letterer
Company
Overend & Associates
Skills
Art Direction, Creative Direction, Design, Management of Teams 1-10
Media
Advertising, Brand Guidelines, Branded Content, Environmental Design, Lettering, Logos, Typography, Websites
Project Industries
International, Startups
Legal firm brand positioning and identity
Legal firm brand positioning and identity
Legal firm brand positioning and identity
Legal firm brand positioning and identity
Legal firm brand positioning and identity
Legal firm brand positioning and identity