The client is a unique and innovative law firm comprised of independent lawyers working together in an alliance, aiming to break the mould of the typical practice. The name, AndCo, with the tagline ‘In Good Company’, reflects the ethos and character of the organisation, rooted in its unique collaborative nature; reiterating the offering, reliability, approachability and professionalism of the practice. The identity is set in a strong sans, rotated 90 degrees, reflecting their unique story and vision. The identity is literally a fresh perspective, read upwards at all times. The ‘O’ letterform transforms the counter into a subtle speech bubble, adding playfulness and an approachable tone. The orange was selected to further differentiate in a sector dominated by navy. Complementing the identity, a unique tone of voice and design scheme composed of various core elements creates a distinctive look and feel ensuring instant recognition across all touch-points.