Business Law Solution

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.

Client
Altenburger Ltd legal + tax
Role
Brand strategy, communication strategy, branding, website
Year
2021
Business Law Solution

About the Client: Altenburger Ltd legal + tax

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.

Analysis and Conception of Communication

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:

  1. The strategic objective and future direction of the company.
  2. The consistency with the identity of the law firm.

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.

Communication strategy with subsequent re-branding and development of a new website for the Altenburger law firm.

Re-Branding / Corporate Design

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.

Communication strategy with subsequent re-branding and development of a new website for the Altenburger law firm.

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.

Photo credit (portrait pictures): Roger Odermatt http://www.glanzodermatt.ch

Communication strategy with subsequent re-branding and development of a new website for the Altenburger law firm.
Communication strategy with subsequent re-branding and development of a new website for the Altenburger law firm.

Implementation Communication / Website

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:

  • Intuitive user guidance
  • Fresh design matching the target group and the Altenburger DNA
  • Content tailored to target groups
  • Content and technical optimisation of search engine performance (SEO)
  • High loading speed on all end devices
  • Easy use and administration of the contents
Communication strategy with subsequent re-branding and development of a new website for the Altenburger law firm.

Project Completion and Feedback

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!»
Communication strategy with subsequent re-branding and development of a new website for the Altenburger law firm.
Communication strategy with subsequent re-branding and development of a new website for the Altenburger law firm.
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