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Heinz Law

Heinz Law is Ballarat’s largest law firm, committed to providing exceptional value for money legal services to a wide range of clients.

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Industry

Professional services

Services

Digital, Branding

Challenge

As Heinz Law edged towards their momentous 125th anniversary, the firm recognised that their existing branding, website and marketing collateral was in need of a contemporary and upbeat refresh to better reflect their aspirations as a people-first law brand.

Solution

The team at Thirst Creative designed a smart, minimalistic but modern brand identity and user-centric digital experience to bring the firm’s new “people-first law” positioning to life.

Heinz & Partners wanted to drive competitive advantage.

The goal

In an industry where conservatism is seemingly the convention, Heinz & Partners was intent on ensuring that their brand did not reinforce tired law-firm stereotypes. They wanted this brand refresh to represent the energy and spirit of its staff, its community, and a new generation of talent who would see the law firm as an employer of choice. Inspired by the “new Ballarat” modernisation movement, the organisation wished to steer away from the traditional “old gold Ballarat” branding that permeated the local landscape, in order to be considered in the region’s contemporary conversation.

The entire project leveraged a co-created design methodology.

Our team worked with Heinz & Partner’s key stakeholders to design a logo, brand identity, brand voice and a super-fast and responsive Craft website to bring the elements together into a seamless, modern and human-friendly brand system.

To support their friendlier and approachable repositioning, the team renamed the company from Heinz & Partners to Heinz Law. It’s striking new visual language featured a minimalistic colour palette and was applied across a full stationery set, spot-embossed business cards and sales collateral.

Our team of strategists also sharpened Heinz Law’s tone of voice to transform their expertise into accessible and conversational language - a theme that is further conveyed through the use of iconic talking marks, and a friendly photographic style which features throughout their brand materials.

Built on an open-source CMS, the new Heinz Law website prioritises the user experience, and also invites conversation and enquiry through its content and contact forms. By developing a variety of templates and component types, the digital team also improved the update experience for the site’s content managers.