Consistency meets novelty! The re-branding of the Altenburger law firm is refreshingly bright and bold - fitting for the Altenburgers of today. Clichés are broken, proven elements are continued and the brand equity is maintained.
Altenburger is a Swiss law firm with offices in Zurich, Geneva and Lugano – founded in 1978. The team of international lawyers and tax experts focuses in particular on commercial law issues.
HeadStarterz has been supporting the law firm in an advisory and implementation capacity in legal marketing since 2019.
The cooperation started with an analysis of the law firm's appearance. The focus was on assessing the effectiveness in communications with regard to the following aspects:
This analysis resulted in concrete recommendations for action for optimization as well as a new communication concept as a basis for the further parts of the project.
Altenburger received a re-branding to modernize and align it with the corporate strategy. At the same time, the existing brand equity was to be recognisable in the new corporate design – for the benefit of continuity. The result was a conscious mixture of existing and new elements. Here are a few important aspects of the re-branding:
Logo: The logo has only undergone a slight modernisation. It is an essential anchor of continuity in communication. What is new is the use of the initial letter ("a") on certain communication media.
Colour: The main colour (petrol) remains the dominant colour element. It is complemented by a new expressive yellow, which the law firm's dynamic and accessible attitude.
Typo: The logo font was only slightly adapted. A similar font with some modernisation provides a fresh look without loss of recognition. In the style guide, a serif font complements the previous typography. The new font is used specifically to give the content more structure and dynamism.
Imagery: The old imagery has been replaced. The new portrait photos of the lawyers are accessible and correspond to the look and feel of the corporate identity. Altenburger now also communicates with its own icons and a library of dynamic globes. These can be used flexibly. They communicate the energy, mobility and cosmopolitanism of the law firm and its employees.
Fotocredit (Portraitbilder): Roger Odermatt
Based on the new communication concept and the re-branding, it was implemented on all communication media – in particular on a new website.
The new online presence differs from the old website not only visually. Fundamental adjustments have also been made in terms of structure and content. The new website is characterised in particular by the following elements:
The launch of the new website in May 2021 marks the end of an exciting project. The cooperation will continue – we are looking forward to it!
It is gratifying when a project can be concluded with positive feedback. Clarisse von Wunschheim on the cooperation with HeadStarterz:
«Tobias and his team had the challenging mission to give our firm a fresh look while ensuring continuity… in other words: evolution without disruption. It was a difficult project because it touched upon the identity of our law firm and how we see ourselves and how we would like to be perceived by others. Not an easy project for lawyers 😉. HeadStarterz had a very organized and systematic approach from the beginning. They really looked into who we are, who we want to be and developed a tailor-made concept for us. I was impressed by Tobias and @HeadStarterz' dedication, responsiveness and patience. I would highly recommend them!»
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