reBranding
visual identity
October 2019
University project / Redesign / Strategic graphic design / Logo design
Project description
This is a school related, fictional project about strategically redesigning and rebranding an excisting law firm. The fast changes and the increased competition in the lawyer industry results in the need of strengthening the company's marketing position. The law firm wants to show that they are a "different thinking actor" among the industry.
There is therefore a need to develop a new visual identity.
The law firm wants to keep the same name, but there is no requirement to keep the logo or the color palette. The new identity must show that Selmer takes care of culture and people, works in partnerships and is close to its customers. They want to communicate clearly, retain long-term and repetitive clients and attract newly gratuated law students. The goal of the new identity is briging the law firm within the top three "top of mind" candidates for those who need business lawyers.
Insight
In order to uncover the real problems and needs the law firm meets, i had to map the current situation for the business. The situation analysis I performed is based on background and history, service, target groups and segments, the general market, the competitors, the alliance partners, as well as SWOT and GAP analysis. Afterwards i performed a visual analysis, containing and mapping the company's strengths, weaknesses and opportunities.
Strategy
The development of the strategy included the mapping of a business idea, vision, values, communication strategy (tone of voice, image, signal effects and slogan) as well as a design strategy.
design
The final design is composed of two parts that belong to each other, it is minimalist and clear. It's simplicity provides many opportunities for implementation on different surfaces. The design language compliments the strategy: the dynamics in the design communicates adaptability and a forward-looking company, while the round and soft edges show that the law firm is welcoming and down to earth.
University project / Redesign / Strategic graphic design / Logo design
Thank you!
-Boiana-Nikol Tchaeva-
