Strength, tradition, and stability: the identity of a law firm
Identity Design for a Law Firm
Once again, I was chosen to work with a law firm and obviously accepted the challenge. Lawyers regard tradition as an essential pillar, and many firms have decades of solidity based on this tradition. In a few cases, it is possible to innovate. That was the challenge I accepted when I agreed to work for Bastos & Azevedo Associate Attorneys, a law firm in São Paulo, Brazil.
I developed the visual identity of the law firm. The brand is based on the concept of unity, focus, and stability and reflects the principles that guide the company.
Project
Outcome
Key Points
Human beings have an innate tendency to avoid loss rather than achieve gain. We are hardwired for it. Loss aversion is a concept of Prospect Theory by Kahneman and Tversky. It applies to many contexts, especially the legal world. I developed the branding and communication strategy using this behavioral economics principle to position the client appropriately.
What I Learned
I learned how to deal with a highly conservative client. My biggest challenge was not creating something visually innovative but rather communicating concepts clearly and professionally.
