margos.info
The rebranding process is much more than just refreshing the look of a legal counsel's office.
Above all, it's an excellent opportunity to rediscover and redefine oneself. To create something new, one first needs to dismantle the old monument and boldly seek innovative solutions.
Introduction
"Lawyer", "attorney", "legal counsel" – for the layman, these terms are often synonymous, evoking a range of associations. These associations are often highly subjective, stemming from individual experiences, opinions, and beliefs, and at times, from societal or cultural norms.
When we think of a lawyer, we envision a respected and prestigious profession, represented by a dignified, experienced, older man, characterized by intelligence, knowledge, assistance, and justice. We see specific symbols and colors – the judge's gavel, the scales of justice, columns, and shields. Green hues for an attorney, blue for a legal counsel, with golden accents.
But every coin has two sides…
Sometimes the face of that older gentleman is marked by formality, cynicism, and even greed. Surrounded by linguistic barriers, legal clauses, and legal jargon that is incomprehensible to most of society, he loses his approachability and human touch.
Generational shifts, along with technological advancements, significantly impact every industry, including the legal field. Modern clients demand a personalized approach, flexibility, and swift responses and interactions. New generations prefer clear, concise communication. Despite the traditional nature of this profession, lawyers need to embrace these changes to stay competitive and attract new clients.
What is the Purpose of Rebranding?
The rebranding process is much more than just refreshing the look of a legal counsel's office. Above all, it's an excellent opportunity to rediscover and redefine oneself. To create something new, one first needs to dismantle the old monument and boldly seek innovative solutions.
Legal Counsel Marcin Margos is a young, ambitious, and highly conscious lawyer. His approach to the industry is fresh and consistent. He aims to navigate the new reality of generational shifts, balancing modern trends with his personal identity.
The triggers that sparked his need for transformation were circumstances - the new office location, a new range of services, and new team members. Refreshing the firm's communication and touchpoints with clients was the perfect complement to this process.
An outdated visual identity could have been detrimental to the entire endeavor.
Furthermore, in the competitive legal industry, it's crucial to stand out. Rebranding offers an opportunity to craft a modern and appealing image that captures attention and lingers in clients' memories.
However, rebranding isn't just about changing one's appearance; it primarily involves shifting from speaking about oneself to focusing on societal expectations.
We wanted to avoid replicating cliched patterns and conventions while still maintaining a distinctive legal style – one that sets us apart from our fellow robe-wearing colleagues but still reflects the industry's nuances. The result is a new visual identity designed to communicate with people in an authentic and contemporary manner.
Brand building from scratch
Our collaboration on this project began with an in-depth conversation. We discussed the current state of the law firm's online presence. I presented an audit that pinpointed areas needing improvement and elements to emphasize in the new design.
Together with Marcin, we defined the objectives and the circumstances leading up to the rebranding. We also discussed direct competitors and general trends in the legal industry. We knew we wanted to approach this differently.
A pivotal aspect was tailoring the communication to a new target audience, or more precisely, to two target groups: individual clients and businesses. We understood that legal jargon could be complex for the average person, so we opted for clarity, accessibility, and simplicity.
This allowed us to more effectively convey our message and values while maintaining professionalism. We adopted the approach that through our communication, we choose and filter clients who align with our philosophy and values.
Red Pill or Blue Pill?
During our next meeting, I presented four graphic style prototypes, ranging from traditional legal aesthetics to very contemporary concepts. I wanted to understand how attached Marcin was to the existing design and how far I could go in exploring new ideas.
Unexpectedly, the most modern design concept was met with the greatest enthusiasm. It was a surprise for me, but it also confirmed that we were on the right track.
I therefore began the final execution of a complete visual system. The primary objective was to create a graphic sign that not only showcased the firm's modernity and professionalism but also set it apart from the competition. I experimented with various graphic designs, striving to achieve a harmonious composition that truly captured the essence of the firm.
I opted for subdued, monochromatic colors: muted black and creamy white, broken up with a vivid accent of turquoise cyan. A very simple logo complemented with the brand's slogan. These choices were meant to emphasize modernity while retaining elegance. Rebranding provided an excellent opportunity to clearly break away from the past and challenge conventional patterns. It opened up new realms for creativity, innovation, and growth that were previously undiscovered.
The new branding became a visual testament to the openness and accessibility of Marcin Margos Law Office.
Photo Session
To fully harness the power of the new visual identity, I decided to organize a professional photo shoot. Photography in the legal industry often tends to be overly solemn, cold, and dull. However, I approached it differently this time!
I carried out the first photo session for Marcin personally. But I knew we needed something better! Collaborating with Jakub from Timmy Studio, we hit the bull's eye. As a photographer, he perfectly captured the essence of the mood board we had previously created, selecting frames that flawlessly represent our core values.
Every shot was carefully considered and refined to create a cohesive vision of the firm and highlight its new, fresh identity. These visual representations became a crucial component of our rebranding process, enabling clients to better understand our identity and the values that drive us.
Website
Successive elements gradually formed a cohesive whole. The website redesign flawlessly embodies the full potential of the new communication strategy. I focused on a minimalist, elegant style that fully portrays the modern nature of Marcin Margos's legal counsel office.
Direct communication became a pivotal aspect, enabling clients to easily understand the services offered and the firm's values. Through a skillful division of services into two target groups – individual clients and businesses – the site caters to various types of clients. Additionally, a dedicated "What Sets Us Apart" section highlights the unique features of the firm and its core values.
A prominent feature of the website is Marcin Margos's original signature beneath the primary presentation of the firm's profile, adding a personal touch. Clearly marked call-to-action buttons and distinct contact sections provide clients with instant access to necessary information.
An exceptionally crucial component is the extensive section containing testimonials from satisfied clients, ratings on Google's platform, and references from corporate clients. This segment fosters trust and shapes a positive image.
The website is topped off with a contact form, facilitating easy interaction and the initiation of contact.
DISTRIBUTION
Distributing the results of the Legal Firm's rebranding online was a considerable challenge. Before undertaking any promotional actions, it was essential to review numerous regulations arising from the Legal Counsel's Code of Ethics.
Sounds serious? It indeed is! This is a legal act passed by the National Congress of Legal Counselors, outlining the professional ethics of a legal counselor, binding members of the National Chamber of Legal Counselors. Fundamental ethical principles include: maintaining professional confidentiality, avoiding conflicts of interest, upholding the dignity and solemnity of the profession, and displaying "collegiality" towards its other practitioners.
These limitations significantly influenced the look of our online presence strategy. But we overcame that too!
To effectively operate online while adhering to the ethical standards of legal counselors, we chose a safe, long-term SEO strategy. This approach involves creating an extensive, valuable content base on our website. We introduced a blog that addresses questions posed online in an engaging and accessible manner. Additionally, we expanded pages focused on our services, enriching them with keywords.
Our next step was to create a business listing on Google and optimize it. This way, local potential clients can quickly and easily find the firm, checking opening hours, location, and reviews from other clients.
Out of the plethora of social media platforms, we selected Facebook, where we employed a more dynamic approach. By regularly sharing legal knowledge, intriguing tidbits from the legal world, and interacting with our audience, we are consistently building an engaged community.
All these components work in harmony, forming a comprehensive online distribution strategy for the legal firm. Our SEO efforts are centered on long-term results, creating content resources accessible to users. The Google business listing enhances visibility in local search results, while our activity on Facebook fosters relationships and positions Marcin Margos as an expert in the field of law.
Marcin Margos
Owner Kancelaria Marcin Margos