Brand Values

Overview We are a Melbourne based law firm with over 40 years' experience, our main practice areas are corporate and commercial law, commercial property, commercial litigation, insolvency and reconstruction and workplace relations. The legal industry is highly competitive; however as a mid-tier firm we are well respected due to our history, our partnership group and the work that we do - this is something we are really proud of and has helped to keep driving our firm forward. As part of our commitment to growing, the firm recently undertook an internal review of our branding and our story. It was decided that we were distinguishable from our main competitors based on the three core values: • Outcome focused • Connected • Easy to work with These values are what we are trying to reinforce internally and also promote externally to our current clients; as a subtle reminder of our value to them as their legal providers. Most importantly though we would like these values to highlight our firm and our potential to new clients seeking counsel. We want our firm to stand out on its own merits and steer clear of the usual somewhat "negative associations" with large firms such as billings, overheads, no partner time etc. - any other negative connotations. Objectives To highlight our firm as the talented and extremely capable yet approachable firm that we are; with over 40 years' experience through a graphic design that captures this and our core values. To create a graphic/ logo that encapsulates our core values of being outcome focused, connected and easy to work with. This graphic will be utilised across a number of different mediums and channels for example; • On the glass of our boardroom • Marketing collateral • Email signatures • Client presentations We would like this graphic to: • be used as a tool to differentiate ourselves from the competition • offer brand consistency and alignment across all of our company's material. • refresh our marketing approach and • launch these values to the market as part of our firm service offerings Elements to keep in mind • Needs to be modern, yet somewhat conservative to align with our corporate logo • Similar colours • Clean and sophisticated looking • Not too corporate logo like (as we don’t want to confuse the audience / send mixed messages about our current logo and what this new graphic represents) Design task We would like you to produce a graphic that makes our firm and our core values easily identifiable. We are open to suggestions of how to do this but have also included some references below. Budget considerations We would like this project to be turnaround within the next 4 weeks and as cost effective as possible. Note, there will also need to be a 2 stage - revision process (allowing all partners to agree on the final design).