Elevating brands
  • Project

Mullins

Situation

  • Established law firm
  • Dated brand identity

Objective

  1. Strengthen brand recognition as knowledge leaders valued for breadth of service and progressive thinking
  2. Emphasise Mullins’ collaborative approach and progressive thinking that moves beyond the everyday transactional
Three step diagram

Approach

Strategically, DAIS aligned the firm’s internal culture through the introduction of the brand ethics, ‘enabling, strategic and invested’ and a focused brand promise of ‘more than law’ which also translates externally as a greater value proposition to differentiate the Mullins brand.

Visually, the logo typography was updated to a more bold and solid font and a brand icon was developed to create momentum and built the ‘more than law’ concept into the wordmark.

Mullins - More than Law logo

The updated visual identity also included an image style representing energetic momentum, knowledge and connections and a colour palette of navy, an energetic shade of blue and a cool grey.

Open book on white background

Outcome

With a stronger corporate identity, Mullins can clearly articulate the key components of the brand to strengthen recognition and communicate its position as leading legal experts to the market.

Mullins case study
Mullins case study
Mullins case study
Mullins branded stationary mixed with photographs

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