ABOUT

THE BRIEF
Boutique Law is a London based firm who are experts in criminal, extradition and regulatory law. We were appointed to rebrand the firm from the ground up. The primary objective wasn't to generate business, they have no shortage of work. Our role was to ensure the way they communicated verbally and visually was a far better expression of who they are as a firm.

MEDIUMS
This was a strategic piece of brand work designed not to simply get more knocks on the door, but to get the right kind of knocks; Interesting, complex, precedent setting knocks. As such the brand infused every touchpoint, off and online, even elegantly wrapping their cumbersome court folders and adorning their practice walls.

CONCEPT
The identity created is deliberately understated and precise, mirroring the demeanor of the partners. Simple elegant typography is set sparingly in negative space providing a reassuring calm to balance the aerial landscapes abstracted to represent the maelstrom clients find themselves in.

EXECUTION
No stone was left unturned as the new brand was applied. Every team member was photographed against a neutral background that mirrored the identity and investment was made in the material palette of the brand. We worked very closely with the client on their tone of voice avoiding being too sales at the same time as being turgid. A great example of the importance of collaboration and the power of less.

RESULTS
The identity was very well received on launch by clients, partners and internal stakeholders alike. It is felt to be a much more appropriate reflection of the ideology of the firm.