LawFairy
CLIENT
The legal intelligence space as a whole is transformative. Taking traditional, time-consuming tasks and using cutting-edge technology and systems to undertake work fast, reliably and with legal compliance at its core.
LawFairy approached Jard to deliver a new brand and associated assets to reflect the business and where it is going.
Type
Brand Identity
,
Digital Design
Year
2025
Strategy
We wanted to combine two key areas in our work. Firstly, this is an exciting space. The brand should reflect that with character and vibrancy. Second, legal issues are serious matters. Our new brand needed to be trustworthy and confident in its presentation. Our approach involved bold design choices for the main brand with a more considered approach to wider collateral, including serif fonts and a gradient colour-way to drive reliability in our presentation.
Voice
We wanted to tell the story of this brand is a clear, calm and confident manner. The purpose is not to confuse with legalese, but to foster trust and be clear about our processes, their reliability and the benefits of using a system that is designed for the modern world. Our core tag line of 'Trusted Legal Intelligence' sets the tone for this approach. Calm and direct. We underpin this with language throughout the brand world that maintains this tone, giving potential customers clarity in legal spaces that can often serve to confuse.
Identity
Our 'wings' icon gives some character to the brand. This can be used as an abbreviation where needed. We have also animated this icon which ensures online content is engaging and professional. The logo as a whole has been designed to be super-clear given that this brand will appear mostly in digital spaces. Our range of colours, gradients, illustrations and icons ensure that the brand is robust enough to work across all platforms and through all communications.
