With their 30th year in business approaching, Wildeboer Dellelce LLP, a premier transactional law firm on Bay Street, felt it was time for a brand refresh. The brand was outdated and did not reflect the new generation of staff. The primary message that the firm wanted to communicate, of premium, elite and sophisticated legal expertise, was also lacking. The consensus in the firm was that while there was a range in how much staff wanted the brand to change visually, the general belief was that the brand needed to be updated and modernized.
Design Holmen began its work by embarking on a thorough discovery phase with stakeholder interviews, a deep audit of all materials and a careful analysis of the industry. With this foundational research in place, three options were created for a new brand identity. The work presented to the partners was a "range of change" approach: a tweak, something a little different, something very different. In the end the “tweak” was selected. Sometimes even the simplest change can make a big difference.
Design Holmen started the process with a careful examination of the current identity to figure out what to keep and what needed to go. A modernized font, a sophisticated colour palette and an updated icon that also became the basis for a grid used throughout all collateral, were designed and developed. Team photography was also updated. Staff were sprinkled along Bay Street against outdoor backdrops, a creative approach that showcased WD’s beloved corporate culture and a team that’s not afraid to be creative, have fun and be out on the street.
The rebranding process was an exercise in editing, finessing and modernizing. The visual DNA and 30 years of established brand recognition remained constant, but most importantly to the firm: the new brand reflected the dynamic and approachable WD Team — it felt like them.
Collaborators: Executive Agency (web site), Kristina Ruddick (photography), Adam Damiani, Michael Esteras