Wallace LLP Branding

M.I. Design won a competitive pitch for Wallace’s re-brand - including new website, all print/digital marketing and signage. We worked with a photographer, stylist, copywriter, brand strategist and web development team to complete the project. The Problem The law firm had a very dated brand and website which hadn’t been thought about for over 10 years. The imagery on the site was pulled from a variety of sources so had no consistency of style, the copy was wordy and ‘lawyer-y’ so not engaging to clients and the employees of the firm had no sense of pride in the brand. The Solution We decided to put people at the centre of the brand imagery as we found that clients engaged more with ‘their’ individual lawyer rather than a particular firm. Being a mid-sized firm, we had an opportunity to do this, where the big firms with hundreds of lawyers, couldn’t. We chose to photograph the lawyers in a stylised fashion, placing them at a table as if sitting opposite their client. Their individual expressions and an overall sense of ‘approachability’ was what we were keen to express. We created a ‘positioning’ document to help clients and employees understand what the firm valued and we re-wrote the website copy to engage better with clients.