Living Group develops new identity for global disputes law firm
Global disputes-only law firm Hausfeld worked with Living Group to develop a new brand that would reflect its current status and success. With the firm growing fast over the past 13 years, from one office in Washington D.C. to a network that spans the U.S. and Europe, Hausfeld required a brand that would clearly communicate who it is and what it does today.
The firm’s brand strategy, founded on its disputes expertise, positive results-driven culture and market-leading position, manifested itself as a purposeful messaging, from tangible brand values to value proposition and a new tone of voice.
“The rebrand was a way to define who Hausfeld is and reaffirm its values, which haven’t changed but have been refined and given true purpose,” says Duncan Shaw, executive creative director and co-founder at Living Group in New York.
The visual identity encompasses what Hausfeld was often described as during the research process: ‘thoughtfully bold.’ The two opposing characteristics were brought to life through a series of bespoke images supported by thought-provoking brand-driven messages. The wide selection of images allows for brand flexibility. “Hausfeld can choose from suite of illustrations for pitches and proposal, changing the accent colour each time, to keep their materials looking consistent but also to give the firm choice and deliver change of pace for their target audiences,” says Shaw.
To reflect Hausfeld’s thoughtfully bold approach, the logo had to be much sharper.
“The angled edges in the new logo have been used to create something more professional and cutting edge. The strapline ‘for the challenge’ is a way for the firm to existing and potential clients ‘we will be by your side, we’re ready for the challenge and we will take on the most complex legal cases across the world,’” he says.
The new brand has been activated across a wide range of marketing materials, including a new website that helps the firm’s global target audience, understand why Hausfeld should matter to them.