WA’s largest independent law firm Jackson McDonald recognised the presence of Perth law firms had been changing with large national and international companies opening offices within the state. So they came to us asking the question: What do people really want from their lawyer and law firm? We set out to give them an answer, while relaying to their customers the benefits of choosing them.
To enhance Jackson McDonald’s reputation and enrich their client experience we engaged strategic brand work and client facing market research. Our process delivered tighter understandings of the firm’s internal and external value proposition, gaining insights into 3 key criteria missed by expert industry reports. With this information we crafted a progressive, confident and bold brand identity showing the market why Jackson McDonald is better suited to meet their legal solutions.
Within the often conservative world of law firms, we were tasked to elevate Jackson McDonald’s brand to more accurately align with their new brand value. The insights gained from our uncovery process assisted in revising and refreshing both their brand ID and visual language. In contrast to most law firms monotone logos, we took a visually vibrant approach to the palette embodying their ‘bold’ point of view. The many colours represent their multiple service lines, while the triangle motif conveys strength and at closer look forms a J and M.
Colourful and energetic in both meaning and design our messaging relays the courage, confidence and clarity Jackson McDonald provides their clients.
All the collateral we produced conveyed strength. Offering understanding through a direct and confident voice we cemented Jackson McDonald’s authority within the law sector.
A minimalist approach to collateral design drew focus to the impactful logo and messaging.