Balancing Professionalism and Laidback Vibes: Designing the AW Legal Brand
AW Legal, a law firm based in the relaxed Sunshine Coast area, approached me to create a brand that would reflect their professional attitude while maintaining a casual and approachable feel. The overall brand identity maintained a clean and casual corporate look and feel, with a focus on maintaining balance in every aspect of the design.
THE CHALLENGE
As I started working on the AW Legal brand, I knew the challenge would be to create an identity that conveyed the firm's professional attitude while still feeling approachable and casual. The goal was to balance the laidback environment of their location in the Sunshine Coast with the seriousness of their legal services. I had to create a clean and modern look for the brand while keeping it approachable and friendly.
THE SOLUTION
To overcome this challenge, I designed a logo that used the letters A and W to form a strong and balanced symbol resembling the scales of justice. The colour palette and typography were chosen to maintain a corporate feel while also being casual enough to reflect the laidback atmosphere of the Sunshine Coast. The identity assets including business cards, letterheads and website maintained a similar look and feel, with a balance of professionalism and approachability. The AW Legal brand successfully conveyed the message of professionalism in a laidback environment.
