The brief

We’re more than just lawyers

asb law is a law firm that does things differently. Realising that the business model of a traditional law firm is outdated, they transformed into a new breed of law firm.  They did away with departmental silos and “billable hours”, and structured their services around clients and their individual needs.  Initially, they came to us for a new website, but we realised that first they needed a new brand identity that reflected who they really are.


asb law



The strategy

We started by immersing ourselves in the business and doing a workshop with key internal stakeholders to understand what motivates clients to work with asb law.  From that workshop, we were able to create a new brand architecture for them, centred around the bold, ambitious vision “to be the most progressive law firm in the world”.  We then developed a clean, elegant new brand identity with a reimagined colour scheme and new logo.  Photography was key to show that asb law put their clients at the centre of what they do.  We wanted to avoid stock photography and show the real people behind asb law – so we conducted a series of photoshoots of both clients and asb law staff.  Clients were shot in their own environments, with richly textured detail to illuminate the case studies we planned for the website.  Staff were shown in natural scenes conveying personal relationships – relaxed and professional, but not staged.  We also did new headshots for all the staff.  We capped off this work with brand guidelines that ensure the new brand is delivered effectively within the organisation.

With the new brand in place, we started on the website.  We partnered with Brighton development agency Boxharry to deliver a modern, user-friendly site.  The user experience is built around the client need, featuring client testimonials and all of the photography of our wonderful people. The end result is a new brand and website that demonstrate how progressive and client centred asb law truly are.

Priority Pass brand refresh

Who we’ve partnered with

Working together, we’ve delivered hard-hitting, target smashing, award winning creative for these great brands.

"Designate re-shaped our brand, absolutely understand what we’re about and what we’re trying to achieve as a business, and we see them as an important extension to our own team."

Jane Perkins, Marketing Manager, Ansvar

“Designate always push us to think outside of the box. Plus their creative ideas are always married with a strong business target and focus."

Polly Ashman, Communications Manager, Mark Warner

“Designate really get the Kuoni brand. There's a strong blend of strategic thinking and creative and they are as protective of our brand as we are."

Dean Harvey, Marketing Director, Kuoni

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