Robin Bridge & John Liu — Legal
Refreshed visual identity for a firm with 40 years of history
Background
RBJL is a Hong Kong law firm specialised in intellectual property. With 2023 marking their 40th anniversary, RBJL approached BrandCraft to help refresh their brand, website and overall visual identity. Founded in 1983, RBJL has a wealth of experience and recognition in the industry.
Strategy
Working directly with RBJL's two partners, Anthony and Anthea, we started the brand refresh with a brand audit. We looked at every visual brand touchpoint, and understood current pain points the team experienced when using the slightly dated existing brand identity.
The existing logo was lackluster, and in much need of a feeling of energy. The typography was inconsistent and the mark was difficult to use, with no sense of harmony or symmetry which was also reflected in the brand touchpoints.
— Existing brand mark
RBJL has three core values of "Professional, Proactive & Pragmatic" which were important to keep highlighted through the rebrand.
We chose to focus the identity refresh around the metaphor of connection through the visual metaphor of a bridge.
Expression
The solution is a sensitively refreshed brand logo, consisting of the revised logomark, brand typography, and brand assets, combining a mixture of photography layered with the abstract bridge.
The original orange was made more vibrant for improved contrast on white backgrounds. We introduced a legal, deep ink blue and a highlighting bright blue to be used sparingly in brand touchpoints.
The brand uses a combination of Financier Display and the Manrope type families.
BrandCraft transformed RBJL’s digital presence, including its customer journey. The final result is a highly professional website, with restructured content that compliments the refreshed brand identity.
With a huge thank you to the RBJL partners, Anthea and Anthony for trusting us with your vision.
Learn more
RBJL rebrand blog post
“I am a bit overwhelmed when I read [the case study] of our re-branding journey. Adam injected new life into our brand. Anthea (my business partner) and I love everything about Adam, whether as a most gifted artist or as an individual.
Adam has a Western perspective but also fully understands the Hong Kong culture which is exactly what we need for our brand refresh.
We spent a lot of time brainstorming together. It's been a wonderful journey and we have received numerous positive feedbacks from our friends and clients. Thank you, Adam”
Anthony Tong
Managing Partner, Robin Bridge & John Liu