BRANDING & visual identity / web

cassels

/ law firm rebrand collateral

Cassels Brock & Blackwell LLP is a 150 year old law firm in Toronto offering one of the largest business law practices in Canada. When working on their rebrand it was crucial to develop a visual identity that encapsulated their professionalism, their brand personality traits and their position as leaders in the law community.

We worked to develop a comprehensive brand guide laying out direction on everything from tone of voice and logo usage to photography direction and colour pallet.

brand guide

internal launch website

When launching the new brand it was very important to the client that their internal staff felt included, valued and a part of the process. To help with this we created an internal launch website directing employees through the new brand experience. The site walked employees through key information about their brand promise, brand personality and brand differentiators.

Website & Social Media

For the full Cassels’ website it was important to create a site that was organized, easy to navigate as well as looking polished and professional. Through the use of juxtaposing rich dark imagery, striking white patterning and thin line copper iconography, we achieved a cohesive look reflective of Cassels’ reputation as cutting edge market leaders.

We also developed social media content; headers, profile images and suggested post material to continue their brand through the necessary social media spaces.