Brand Identity Case Study – Legal Consultancy
LexSolutions is a legal consultancy that future-proofs in-house legal teams by providing them with solutions which are at the cross section of innovation, strategy, resourcing and culture.
LexSolution legal consultancy frees up legal teams’ time (Resourcing), helps them design and implement better processes, documents and technology so they can do deals faster, manage risk faster and achieve efficiencies (Legal Ops) and helps develop and coach in-house lawyers so they can achieve their full potential (Coaching and Wellness)
When tasked with re-shaping the identity of LexSolutions, the focus was clear: build a brand that reflects their innovative approach to problem-solving and commitment to delivering tailored solutions for the legal consultancy sphere with precision and purpose.
The basis of the logotype icon is an L for LEX. This gives a recognisable ‘ownership’ of the logotype. The L is italicised to give a sense of dynamic urgency and forward movement. The L is repeated three times to create an icon that represents the 3 core offerings: Resourcing, Legal Ops, and Coaching & Wellness and also their three audiences: Business, Innovation, and Culture
The new tagline, “In a complex business world, Lex Solves It,” underscores the brand’s ethos. It reflects their ability to cut through intricacies, connect the right people, deploy the right tools, and offer bespoke solutions tailored to client needs.
In a competitive field, LexSolutions needed to stand apart. Extensive market research revealed trends in the legal and consultancy industry: overuse of neutral palettes, corporate jargon, and uninspired branding. To stand out, I adopted a modern, bold, and approachable identity, combining professionalism with innovation.
Delivered: Logotype, Brand Identity, Stationary, PPT deck, Guidelines
