Project Overview
WongPartnership has achieved an extraordinary thing – being counted and recognised as one of the top 4 law firms in Singapore in just 20 years. By comparison, two of their major competitors have been around for over 100 years. They have consistently challenged the major players and have strong ambitions to become the leading firm.
Project Commissioner
Project Creator
Team
Tui Horo- Account Manager; Gabriel Mello -Senior Designer; Simon Wright- Creative Director
Project Brief
The task was to determine how we could make the WongPartnership brand work better, position them appropriately to all their key audiences and make them stand out for the right reasons.
Project Need
The brand strategy was to shift the brand from a pure challenger positioning and reframe them as ‘the next number 1 law firm in Singapore’. It had to maintain the energy and momentum that existed within the business but refocus this through leadership attributes and positioning. This then led to a complete redesign of both the identity and the language.
Design Challenge
The firm is frequently seen as youthful, with a strong sense of determination, hunger and momentum. But clients wanted to be sure that the firm would not become complacent given the extraordinary success they had achieved. The challenge was to institutionalise the qualities and characteristics of youth ensuring they are central to the culture and enduring character of WongPartnership, without detracting from the levels of expertise and professionalism of the firm.
Sustainability
We created a very sophisticated, contemporary and bold look and feel (in terms of visual identity and language) that accurately reflected their top tier status and their commitment to becoming number 1.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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