"Pratt Norman LPP"
Law Firm
The Concept/Goal:
(Student Work)
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Pratt Norman LLP is one of the leading boutique entertainment and media law practices in Canada representing a wide range of clients throughout North America and internationally. As such, a cohesive brand identity that reflects their personality of a diligent, intelligent, contemporary, and stylish law firm needs to convey to their clients—production companies, artists, and new media pioneers—that they are fully committed to rolling up their sleeves and investing significant resources into bold ideas and talented individuals.
Service:
Brand Identity
Development
Marketing
Programs:
Photoshop
After Effects
Illustrator
The Problem:
Creating a cohesive brand identity for a modern and stylish law firm comes with several challenges. The firm must balance professionalism and creativity to appeal to its diverse client base of production companies, artists, and new media pioneers, without compromising its credibility. Maintaining consistent messaging across all platforms is essential to communicate the firm’s commitment to bold ideas and talent. Additionally, the brand must stand out in a competitive market, avoid overused clichés, and ensure internal stakeholder alignment. The identity should also be flexible to evolve with the firm while remaining timeless.
The Solution:
The solution to creating a brand identity that balances modernity, hard work, artistic flair, and a conservative-classy vibe lies in the thoughtful use of design elements that can convey these traits while appealing to a diverse client base. Therefore, I created a comprehensive approach that blends clean, no-nonsense design elements with a thoughtful colour and typography system. Together the logo, colour system, typography, and stationery items create a stylish, classic, and modern brand identity that reflects Pratt Norman’s standing as a leading law firm for the entertainment industry.
*Logo Animation
*Log
Stationary
Deliverables
To reflect this leading law firm for the entertainment industry, I chose a stylish, classic, elegant and modern look for most of the stationary mock-up backgrounds
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I chose the gray/green pantone color–that primarily reflects wisdom, intelligence and experience–to represent the brand foundation of this hard-working and professional Pratt Norman law office. From the colour palette that I created, I chose the white logo to portray perfection, the good, honesty, and exactitude to represent Pratt Norman’s brand foundation of investing in people. The alignment of the architecture on the inside of the pocket folder shows clean and straight lines to denote the strength, power, and authority of the law firm. Only the top floors of a building are shown on the front page of the pocket folder, with the logo beside it, to reflect the position of the firm being ‘on top’ and having great influence in society. In keeping with the legal and professionalism of Pratt Norman law firm, I used the standard size for the letterhead, business cards, and pocket folder. Pratt Norman will want to reflect their brand professionalism to their clients, other law firms, and in legal court and they can do so with following stationeries.
