Create a brand that merges these attributes: femininity, power, security, but above all, innovation. We wanted to get away from the sobriety, seriousness and secrecy that most of the brands providing legal services transmit.
We chose the letter M as a starting point and the well-known chat bubble symbol, but we didn’t want to add it in an obvious way in the brand. Rather, as a resource to introduce it in the general communication of the brand.
I experimented with fluid forms making separations through gradients and shadows.
Innovation, disruption, security
Innovation: online legal services
Disruption: A communication and differentiated image from other legal services.
Security: Provide the feeling to each client of "being in good hands".
This brand should gave a feeling as something close and breaking with the status-quo of remote and online services.
We created an "M" letter separated by color and shadows, so that it represents the connectivity of a point A (long distance contact) to a point B (obtaining effective legal advice).
To represent disruption, power, and security, we used purple colors, oranges and fuchsias representing dynamism and disruption. These colors are not usually in the legal services industry.
A different brand, with human warmth, that feels close and without barriers or distances.