Redesigning an established law firm to promote connection and confidence.
BRAND
DESIGN SYSTEMS
LEAFLET DESIGN
ANIMATION
This is a brand design concept for a fictional law firm.
PLT Simmons is an American law firm with decades of experience, and a portfolio of loyal customers. In addition to their legal work, they are champions of their local community, and engage in charity and fundraising events.
The problem was, this wasn't being communicated through their brand, and their corporate vs social image needed to be consolidated for a cohesive and impactful identity.
We explored a redesigned identity that championed community and connection while preserving brand legacy, bringing their valued customers along for the ride.
When researching inspiration and redesigns in a similar space we wanted to explore how we could promote a friendly, more inviting and personal tone without becoming unrecognisable in the law and corporate space, or compromising on professionalism.
Looking at similar redesigns, many companies had shifted from classic serif fonts to sans-serif to communicate a sleeker and more modern aesthetic.
Similarly increasing emphasis on logo and combination marks rather than wordmarks to establish an adaptable and recognisable symbol. This was a approach we wanted to take for our redesign.
We started by expanding PST Simmons's monotone blue square into broader range of tones, with complimentary yellows and soft reds. Allowing for a more dynamic and modern aesthetic through the use of gradients, in addition to conveying a warmer and more approachable atmosphere.
Solid and grounded. Preserving the signature square with subtly rounded edges.
People focused and human, Reminding our customers that they come first.
Promoting an inclusive and supportive atmosphere - building new connections.
Like planetary bodies - gravitationally attracted and celestial. Conveying unity and progress.
Connecting to American tradition and community with ambition and energy.
