Axinn
Axinn
A brand that's incisive, invested, inquisitive and inclusive
Challenge
Law firm Axinn combines the skills, experience, and dedication of the world’s largest firms with the focus, responsiveness, efficiency and attention to client needs of a highly specialist agile law firm.
However, their previous brand did not match up to this industry reputation, and so a new vision was required, one that would align with a leading antitrust, intellectual property and litigation law firm.
Solution
Time spent conversing with lawyers from across Axinn and their clients was at the core of our process, allowing our team to get close to the firm’s business strategy and create a brief that would be a catalyst for change.
Centred around high-end client service and the creativity that sits at the heart of the firm, Axinn’s new brand communicates their premium positioning – where legal prowess meets artistic sophistication.
Visually, Axinn’s logo is an artful blend of typographic traditional and innovation, and this leads a visual identity that overtly conveys quality, from the strategic use of typography, through to the thoughtful use of colours, images and lawyer photography.
From a new value proposition to the firm’s brand values and their tone of voice, messaging was also crafted to play a significant role in setting Axinn apart.
Online, a new user experience and interface was designed from the ground up along with a brand animation, social media assets and marketing and business development materials, all supported by brand guidelines.
Result
Axinn now has a brand that’s not afraid to stand out from legal sector clichés and that communicates the incisive, invested, inquisitive and inclusive culture of a highly specialist firm.
