Case Study: Walter Grant Legal

For many professional services firms, it’s a fine line between expert and approachable branding.

Too opulent, and you position yourself for a certain, higher-end yet more exclusive market. Conversely, when your brand image is overly approachable and lacks  refinement, you could be glanced over by your ideal client.

And that perfect balance is what our client, Walter Grant, found themselves looking to achieve. Commercial dispute and litigation lawyers first and foremost, the Walter Grant team have a belief that choosing the right lawyer shouldn’t be complex. As such, they ideally work with clients who value a commercial approach that is both forthright and purposeful.

Taking cues from minimalistic design paired with a strong overall aesthetic, we refreshed their image entirely; positioning them ideally in their market.

Why is minimalistic design purposeful design?

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Minimalism has become a dominant force in branding, especially within professional services like law firms, consultancies, and financial institutions. Here's why:

• Attention Spans: Minimalism cuts through the noise, grabbing attention with clean lines and focused elements.
• Timeless Appeal: Minimalist designs tend to age well. They avoid faddy trends, ensuring your brand stays relevant for longer.
• Transparency: A stripped-down design fosters a sense of openness and honesty, building trust with potential clients.
• Sophistication: Simplicity can be perceived as high-quality. Minimalism avoids gimmicks, suggesting a focus on core competencies.

History of Minimalist Design:

While it may be trending in recent years, minimalism has roots in early 20th-century art movements like Bauhaus, which emphasised functionality and clean lines. The Swiss Style of graphic design in the mid-20th century further refined minimalism, focusing on grids, typography, and negative space.

Famous Minimalist Brands:

Several household name brands showcase the power of minimalism executed with strategy and purpose. These brands don’t feel plain; rather they feel strong and secure in their identity:

• Apple: Their clean logos, sleek product designs, and user-friendly interfaces embody minimalist principles.
• FedEx: The iconic arrow cleverly integrated into their logo exemplifies minimalism's focus on clear communication.
• Airbnb: Their simple logo and user interface prioritise functionality, reflecting the brand's core service.
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Design decisions that we approached with a minimalist edge:

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Whitespace (Negative Space):

Whitespace isn't empty space; it's strategic ‘breathing room’. It means allowing for blank areas around logos, text, and images to make them stand out. Whitespace creates a visual hierarchy, guiding users' eyes to the most important elements on a webpage or branding material.

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Clean Lines & Simple Shapes:

Clean lines and basic shapes are easy to understand and remember, promoting faster brand recognition. Simple shapes can be combined in various ways to create logos, icons, and layouts that adapt well to different applications. We’ve used the ‘WG’ icon as line-work art in various places throughout the branding as a decorative yet clean element.

Typography:

For Walter Grant, we prioritised clear and easy-to-read fonts. Sans-serif fonts are generally minimalist and work well on screens. We then use different sizes and weights of the same font to create a visual hierarchy, differentiating headings from body text.

Influences we drew on:

During the initial concept and mood boarding sessions, we identified a number of key design styles that would ultimately influence our decisions:

• Japanese artwork
• Scandinavian minimalism
• Natural textures
• Earthly elements

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Methodology - What we did

We got started with new brand messaging and overall strategy for the firm to ensure they were positioned to achieve the goals that had been communicated to us from the outset. From there, our designers got to work on a new brand suite, and website.

We have since gone on to assist with their ongoing marketing and growth efforts.

The work we have done includes:

• Visual and verbal brand identity
• New marketing and business development strategies
• Brand refresh including new logos, colour palette, materials design and imagery
• Design and build of a new, fully optimised website
• New marketing materials, email signatures and stationery assets
• Team headshots

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The Results

It’s safe to say, we are incredibly proud here at BB HQ of the brand we created for Walter Grant, one that reflects the strength of the team and their approach to practise.

From the outset, we knew we had to create a sense of weight and purpose around the firm; and ensure the team's very approachable, accessible service was appropriately communicated.

Where to next?

It’s a question we can’t wait to explore with the team, as the firm flourishes post refresh. Since go-live; we travelled to Melbourne to grab some BTS content for the team, as well as updated team imagery. As with all of our clients, we’re excited to be trusted by the team to continue to elevate and uphold their brand image in a sea of litigation firms.

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