Two glass bottles and a glass. The left bottle reads

BrookStreet des Roches

Elevating personality to drive differentiation

Lawyers are people too. Rebrand gets to the heart of commercial law firm’s personal touch, bringing it to life in a uniquely ownable way.

The challenge

The ‘who’ and ‘what’ elements of the BSdR brand were already clear. The missing element (and our challenge) was to identify the ‘why’ and in turn bring that to life in an authentic and compelling way.

The solution

Working closely with the managing partner and his team, we uncovered a personality to the firm that we distilled into four simple tenets:

Less is more.
Quietly confident.
Direct and personal.
Building relationships.

These became the guiding principles for the new visual identity that evolved around stacked, four-word quatrains (sets of four lines in poetry). As well as presenting the BSdR name this way, we made sure it lived and breathed throughout the firm and that everything they did could be expressed in this bite-sized, playful and completely ownable way.

Three navy blue cards with bold text. Visible text:

Tablet displaying red screen with text. The text reads

Magazine page with advertisements and text. Top left ad:

Three colorful desk calendars with text. The first calendar is pink with

The results

The distinctive new identity launched to a hugely warm reception from both clients and staff. In terms of engagement in the core idea, the format of this feedback in the context of an email perhaps says it all:

Three white mugs with printed text. The top mug reads

YOU
WERE
BLOODY
GREAT
EVERYONE
THOUGHT
SO
TOO
AND
THAT’S
A
FIRST
Hugh Blaza Managing Partner, BSdR