Visual identity for law firm supporting you in rough weather


Smith Law is a newly founded law firm that specialises in areas of restructuring and insolvency law, corporate and commercial law and litigation and arbitration. In other words, Smith Law provides their clients with legal support in rough weather. We have developed the idea and concept behind Smith Law’s new visual identity and have created a design that communicates the shelter Smith Law offers their clients.

Getting to know Smith Law

We carried out a small-scale mapping of the strengths of Smith Law with the founder Jacob Smith. During the mapping, we identified a number of strengths and qualities that characterize the law firm:

  • Earth bound (Jutlandic origin – from Lemvig)
  • Experience and strong professional competences within legal storms (insolvency and trials)
  • On the same side as you
  • The service is paramount
  • Flexible and urban law firm that fits and navigate different settings


Based on the identified strengths, we developed three scenarios for Smith Law’s future idea and visual identity. Each of the scenarios combine different strengths and highlight different ways to communicate and express who the law firm is and what they do.


Brand promise: Smith Law is your support in rough weather.

The same side

Brand promise: Smith Law are on the same side as you.

Changing contexts

Brand promise: Smith Law fit different contexts and deliver services on terms that fit your business.

The concept of storm

We decided to focus on the first of the three scenarios and have built a concept around the brand promise “Smith Law is your support in rough weather”. The concept illustrates that companies and organizations who are facing a legal storm, such as a bankruptcy, litigation or restructuring, can put the matter safely in experienced and professional hands who understand the seriousness of the situation. The storm is a metaphor for the serious and sometimes overwhelming situation in which the company may find itself. In these challenging situations, Smith Law is a helping hand that guides you safe to shore. Thus, the concept builds on the identified strengths of the Jutlandic origin and being earth bound.

Earth bound and stormy colors


The colors in the visual identitet have been chosen due to their resemblance to the the rough nature in the Western part of Jutland. The dark blue color is taken from a dark stormy sky and the sandy color is inspired from the sand dunes in the Western part of Jutland.

Robust and classic typography


The primary font is Heebo Black, which has been chosen due to its bombastic appearance and its ability to symbolize robustness that is able to withstand rough weather. Libre Baskerville has been chosen as the bodytext, as it has a classic design that fits well with the law profession and the distinguished address.  

Illustrative photos


To illustrate that it is possible for Smith Law’s clients to get through the storm, we use photos of stormy weather, where the clear and sunny spots between the dark clouds symbolize the light on the other side of the storm. The photos has the same colors from the identity to secure a explicit relation to the rest of the identity.

Simplified illustrations of storm


The fifth element in the visuel identity is a simplification and illustration of stormy weather. The element is inspired by the graphics used on the weather report on television and symbolises the direction of the storm.

Expressing strengths in all communication

As we do with all our clients, we have implemented the visual identity on a series of different communication platforms. Among other, we have developed a new website for Smith Law and created number of different elements such as business cards, stationary, and greeting cards.

A simple digital solution

We have developed a simple website that gathers all the important information on one site. The site differs from many other websites for law firms, by allowing space for graphics and photos. This structure gives the user an understanding of the concept and makes sure that Smith Law differentiates itself from other law firms.

Classic communication with a twist


The new business card illustrate the rough weather. On the back of the card Smith Law and Jacob Smith is unaffected by the rough weather. We also develop a line of stationary meant for legal documents. In these types of documents, the content is in focus. As a means to respect the content, we decided to turn down the intensity of the identity to create a more professional and serious expression.