Lindkvist & Sten
Disciplines
Strategy, Branding
Industry
Law
Overview
Lindkvist & Sten is a business law firm that advises companies on complex, business-critical matters. We developed the brand strategy and a new visual identity, and applied it across the firm's stationery, printed material and signage.
Challenge
Law firms tend to look alike: navy blue, formal portraits, and language about tradition and experience. That's a problem for the firm and for its clients. A company choosing a legal adviser can't judge the quality of the advice in advance, so it judges what it can see.
Lindkvist & Sten works differently from what its old identity suggested. The firm's advice is aimed at where a client's business is going, not only at the problem on the table. The brand needed to show that, and to feel approachable without giving up the authority the profession requires.
Approach
We built the positioning on the firm's own way of working: legal advice with a focus on the future. That frames the law as a tool for planning, and the firm as an adviser clients come to early.
The identity keeps the seriousness of the profession and removes the stiffness. The wordmark is set in a serif with a distinctive ampersand, which also forms the L&S monogram. The ampersand stands for the partnership between the two founders and for the one between the firm and its clients. The palette swaps the usual navy for a lighter slate blue, paired with a warm off-white. Photography shows people in conversation in daylight, in place of posed portraits.
We applied the system to what a client meets: business cards, envelopes, a client folder, a brochure and the signage on the office window.
Outcome
An identity that makes the firm look like the adviser it is: forward-looking, clear and easy to approach. It holds together across every touchpoint, from the envelope to the front door, so the first impression matches the experience of working with the firm.
As a concept project, Lindkvist & Sten has no results to report. What it shows is how we approach a profession where most firms look the same: start with what's different about how the firm works, then make that visible.
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