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Aspiring Solicitors Branding
CLIENT:
Aspiring Solicitors
PROJECT:
A rebrand for Aspiring Solicitors – promoting diversity, equity, and inclusion in law.
EXPERTISE:
Creative direction / Brand positioning / Brand development / Identity development
ROLE:
Creative Director
TEAM:
Erin Stasiorowski / Simon Barnes
CHALLENGE
Aspiring Solicitors works to improve diversity and inclusion within the legal profession, helping talented people from underrepresented backgrounds access opportunities and build successful careers.
The organisation needed a new identity that could clearly communicate its purpose and ambition while resonating with a diverse audience of members, partners and employers. The challenge was to create something positive and empowering without falling into the visual conventions of traditional legal organisations.
IDEA
Talent deserves opportunity.
The identity is built around an emblem created by combining two distinct letterforms into a single upward-moving form – symbolising growth, progression and the potential of its members.
A positive, confident colour palette reinforces the sense of optimism and ambition, while cut-out imagery creates a visual connection between people and the organisation, representing how members are intrinsically part of the Aspiring Solicitors community.
STRATEGY
I led the brand development through research and stakeholder engagement, using the organisation's audiences and objectives to uncover a clearer expression of its purpose.
The resulting system was designed to balance professional credibility with personality, helping Aspiring Solicitors stand apart from traditional legal-sector communications while remaining appropriate for corporate partners and employers.
I developed the identity across branding, advertising and digital design, creating a flexible visual system that could be consistently applied across different channels and audiences.
IMPACT
The new identity gave Aspiring Solicitors greater visibility and distinction within a competitive landscape, while providing a practical system that could be confidently rolled out across its communications.
The response from members and partners was positive, strengthening recognition of the organisation and helping its brand better reflect its role in opening up opportunity and recognising talent within the legal profession.
