Cromwell Legal
Launching to Make a Statement from the Start
New Vision
Misc
Luxury
BRAND STRATEGY
Research & Insights
Purpose & Vision
Values & Culture
Brand Story
Brand Positioning
BRAND DESIGN
Logo & Usage Guidelines
Visual Identity
NOMENCLATURE
TONE OF VOICE
ART DIRECTION
Look & Feel
Image Editing
Retouching
DIGITAL
Business Cards
Stationery
Brochure
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ABOUT THE COMPANY
A newly established solicitors' firm. A key focus of the business is fostering relationships built on trust, respect, and open communication, with Cromwell creating bespoke strategies tailored to each client’s individual needs and objectives.
CHALLENGES & GOALS
The aim was to visually communicate Cromwell's core value of placing the client at the heart of their business, emphasising both strong client relationships and delivering a high-class customer experience. It was crucial that these values were embodied in the visual identity, ensuring the personalised experience and premium service was effectively conveyed through the design.
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UNIQUE SOLUTIONS
We placed the client relationship at the heart of the logo, incorporating a sense of a high-class experience through a luxurious aesthetic.
The symbol, derived from the letter 'r', represents both a new plant shoot and a mature tree, reflecting the client's relationship with Cromwell, whether newly formed or well-established. In this context, the dot symbolises an apple or fruit, signifying the outcome of a strong, fruitful partnership with the firm.
The treatment of imagery, choice of paper stock for the brochures, and the photography direction all contributed to the premium look the firm sought.
Logo & Brand Identity
Discussions with the client revealed that a core value and unique selling point is the nurturing of relationships, both externally with clients and internally with employees. Central to the brand is the commitment to building strong connections, adding value by offering a transparent, honest, and bespoke service. This approach ensures long-term success for all parties involved. In essence, Cromwell champions people.
The authoritative nature of the law is woven into the design through a line and dot, inspired by the signing of legal documents, emphasising concepts of 'sealed', 'set in stone', and 'official'. This simple motif conveys the image of a reputable, established organisation.
The symbol, derived from the letter 'r', can represent both a new plant shoot or a mature tree, reflecting the client's relationship with Cromwell, whether newly formed or well-established. In this context, the dot can symbolise an apple or fruit, illustrating the result of a strong, fruitful relationship with the firm.
Entering the market with a statement from the start.
