(Re)branding a Dutch LegalTech pioneer for the new era of integrated services

Design, consulting & knowledge-transfer services for a legal tech pioneer providing end-to-end integrated legal services.

Info

Worked as: Studio Pana
Artefacts: Mission, WWH, naming & information organisation, brand, brand guide, brand deck, design system, web content stacks
Process: mixed method
Co-creation sessions: Yes.
Status: Ongoing

Goals

Process, planning and way of working

Working in co-creation on certain aspects with 2 types of teams: the whole team and a core-team from the company. The former is a broad co-creation base. The latter is the main decision-making unit. See below for the breakdown of teams/units and types of work and communication.

Here above (with the triangle), you’ll see the iterative approach used for LL. We do on average 2 iterations per process phase – but we adapt as we go.


Branding, brand

From a basis of WWH, Mission statements, product stacks, differentiations, keywords and other methods used to sharpen the teams’ understanding of their products, services, image – and to make decisions for next steps – a branding process begins. With essential brand elements, extended brand elements and approaches to those elements. It’s then documented in manuals. Will be applied later to a design system and new web site & application design.

Below, a series of images, snippets of the brand and types of work/approaches.

Essential brand elements

  • Logo(s): A brand’s first impression
  • Colours: Clear, emotive, aspirational
  • Fonts: Heavy-lifters that are context and media appropriate

Extended brand elements

  • Logo(s): A brand’s first impression
  • Colours: Clear, emotive, aspirational
  • Fonts: Heavy-lifters that are context and media appropriate
  • Images: Narrative, relatable
  • Symbols: Shapes, icons, for versatility and wayfinding




Design System

Capturing the brand in applicable assets & explaining the process

Second project phase: A design system. Blow some snippets from decks used in the project to outline deliverables, parts etc. I presented and explained this to partners. We looked at it together, and moved further in the process. There was space for co-creation on content side. We’re continuing with the process.

Documentation

Elements of the brand were captured and then documented. Above, the capture process. The documentation & design system are described, explained below – in the image.


Components in system & docs

The list below shows the collection of elements, componets, deliverables in the system, project etc.


Information maps, content stacks

Part of the project: to work together with the team, on how to organise, structure, link content blocks to make pages. The copy is out of scope, but advice on keywords, tone of voice and other experiential characteristics are part of the advice provided in the project.


Block and component organisations

From here on, setting up the page organisations (block combinations) and moving on with the design. We’ll get to copy soon, tips are in the blocks by default – and the team is getting ready 🙂