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.
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.