The Challenge

With ambitions to expand their team tenfold within a decade, Way Law faced the challenge of carving a distinctive identity in a crowded legal market. Seeking a clear brand strategy to fuel their growth, they embarked on a journey to redefine their presence.

The Solution

Undertaking a comprehensive Brand Audit, we delved into Way Law’s messaging, market positioning, and visuals. Insights from stakeholder interviews, a competitor analysis, and market research revealed their unique blend of optimism and vibrancy, setting the stage for their new brand promise: “Your Way Forward™”.

For the visual identity, we knew immediately we would need to steer clear of traditional and staid legal imagery. Revamping their brand with a modern logo featuring a subtle arrow motif, we embraced bold colors and an empowering tone of voice to set Way Law apart. We also really leaned into the Wayfinding idea, crafting a visual brand that uses various wayfinding elements liberally. Arrows, signage-style design, icons; the works. Their vision of finding a solution for their clients is quite deliberately represented in their visual brand.

Concurrently, an Employer Brand Strategy was crafted to attract top talent and support their growth ambitions. A plan was created to capture ongoing feedback from existing team members, cultivate a positive internal culture, and easily identify future associates that could pick up the legal ball and carry it forward.

The Results

Following the launch, Way Law received inquiries from both prospective clients and future hires within 24 hours. The revamped brand identity and messaging has continued to resonate strongly, positioning Way Law as a beacon of growth and opportunity in the legal sector.