branding

corporate identity

web design

1.1 ­parent topic:

law

- law, law firm, legal aid, court, ...

1.2 core topic:

architecture

- architect law, construction law, real estate law, ...

1.3 background:

dipl.-ing. architect jana neumann
lawyer and architect

- unique selling point
- authenticity

1.4 positioning: 

the architects among the lawyers

- legal assistance from / for architects

- we understand architects, speak the same language, share the passion for architecture

1.5 strategy:

architectural language

- consistent positioning as architects among law firms
- we speak the language of the architecture industry: visually and in terms of content

1.6 target audience:

architects

- architectural offices, interior design offices, engineering offices, HOAI 1–9, builders, ...
- question: what distinguishes the “language” of the architecture industry?

1.7 visual language:

architecture industry

- not advertising but informative (parallels to the legal industry)
- clearly structured, serious, not promotional (parallels to the legal industry)
- precise, reduced, systemic (grid-oriented layout, lots of white space, generous)
- typographically rather than symbolic (word mark instead of figurative mark)
- visually oriented (mindset and communication in pictures)

1.8 the task:

translate

- how can these attributes be translated into a law firm's communication?
- how can a typical “architectural” appearance be developed that is still clearly recognizable as a law firm?