Client
Global Legal Services (GLS), USA
Industry
Legal & Diplomatic
Our role
Brand discovery
Brand strategy
Tagline creation
Brand identity design & guidelines
Marketing materials
Web design
Overview
A US-based law firm needing to make a footprint, Global Legal Services (GLS) is strategically positioned to operate and advocate both globally and locally, across diverse legal terrain. Servicing American Citizens, US Corporations, Allied Diplomatic Missions and NGOs.
It was important for us to think differently about a law firm that operates in some of the most dangerous and volatile countries and situations in the world. They needed an identity that truly reflected their proactive "get in there and get it done" attitude.
Our approach
We worked closely with the client to develop and uncover a differentiated brand story and values: Positioning them as a leading provider of cross-disciplinary legal services (e.g. the "Swiss Army Knife" of legal services).
We developed a confident, proactive, no jargon tone of voice for the brand which speaks to the strengths and expertise of the team and conveys the resourceful and innovative personality of the brand.
Our client was eager for a tagline that resonated with their identity as proactive 'go-getters' and could seamlessly integrate into their brand marketing materials. As a result, we crafted the tagline: "Built for real world legal response.”
“Where some people see obstacles, we see opportunity. Brandhearted helped us think about our organisation and goals from a strategic standpoint, as well as creating a thoughtful design identity. The result; a fantastic response from all stakeholders.”
Thomas Muenzberg
COO
The results
The 'Global Legal Services’ identity was inspired by the terrain and landscapes in which they have a footprint. Within a triangle formation the three dynamic and stylised letterforms, 'GLS' sit together in unison, representing a progressive mountain range which speaks to the attitude of the firm, aspirational, determined and spirited.
Acting as a legal guide, a ‘Sherpa’, knowledgeable and confident, leading them through tough endeavours. A unique set of icons were developed to represent the service areas. They provide steadfast and reliable advice with unique perspective. Additionally, we provided visual guidance for imagery and devised a secondary pattern that embodies both the topographical terrain and the intricate legal landscapes they navigate.
