That time we rebranded a law firm.


A brand is more than a logo, it's has to be based on something.
That something *should be* the essence of who you are.

This is our branding process in 3 steps:
1. Clarity
2. Direction
3. Production

1. Clarity
Swanson and Bratschun had just gone through a growth period, and wanted a more modern look.

Branching out into China made their name and web address… unfortunate. So we knew we had to change the entire identity.

It can be tough to get a group to come to a consensus about their hopes and dreams. We spent a week of sessions, asking a lot of questions like, “If you were a car what kind of car would you be?”

They thought we were crazy, but the process worked, and trends and unifying values started to appear.

"
It felt cathartic to just talk about it.
Text Message Exchange describing "SB" in Chinese slang
Obligatory Sticky Note photo
Obligatory sticky note photo.
(Seriously though, we love sticky notes.)
2. Direction
From there we started designing.
We presented 3 firm names (with Chinese translations) and visual concepts.

All 3 directions captured the newly discovered values, but only one was chosen.
Blurred gallery of design concepts
(The secret sauce.)
3. Production
We've heard IP described as a legal fence around an idea. The chosen concept is another metaphorical fence, but with Colorado roots.

Did you know, in the USA you can still discover minerals and claim mining patents on public lands? To this day, one of the key steps is simply marking the area with corner posts.
Man walking in front of Adsero IP OfficesAuditorium presentationAdsero IP brand bookBusiness Cards Design
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Woman walking in front of Adsero IP Chinese officesPhotography styling Website DesignLogo Design and overall corporate identity, Adsero IP Logo