Changing perceptions for the next generation Brand
The Law Society is campaigning to make the legal profession more modern, diverse, and inclusive, so it was vital that its brand supported its ambitions and reflected its values.
As a result, the Society decided a visual identity refresh was required to align the brand and support its members in the best way it can. This would ensure they are represented consistently and coherently at every touchpoint and help keep them connected with newly qualified solicitors, existing solicitors, and other stakeholders.
An overarching requirement and critical deliverable within the project was to demonstrate the Law Society’s heritage, whilst showcasing its forward facing mindset and drive for change.
To achieve the desired outcome, the brief included the following:
The client’s benefits were defined as:
We worked closely with the Law Society’s team to develop a coherent design strategy and comprehensive brand identity. A challenging aspect of this project was that the strategy needed to work across a broad range of categories, including creating corporate assets, promotional material, merchandise, and imagery.
As part of our discovery process, we held a series of workshops with representatives from across the organisation to understand current requirements and challenges. We discussed the differences between the Society’s audiences (members, prospects, political stakeholders, industry professionals and the public) and their individual needs.
Reflecting on our conclusions from the discovery process, it was agreed that the new brand identity needed to be positional and aspirational, support the long-term corporate strategy and vision; whilst being easy to use and accessible.
The brand needed to provide a clean, premium profile, combining heritage with modernity, leveraging bespoke image treatments and abstract graphic elements to create a strong brand character and distinctive look and feel.
Our approach to imagery also needed to demonstrate the society’s key values of clarity, respect, trust and excellence.
Once the visual identity was agreed and the guidelines created, we moved on to the playbook. Within this detailed document, we explored:
“Throughout the last two years working with MTM, we have created a more accessible, design led, audience focused visual identity that reflects our members.”Chloe Cooper - Brand Marketing Manager