A fresh look for the leaders in law.

In a world that's rapidly evolving, Jassim Alsuwaidi blends sharp legal expertise with strategic business insight to deliver value to clients. Having undergone a restructure in 2022, we helped them define, elevate and align their new corporate strategy and identity through innovative and sophisticated design concepts.

We refreshed Jassim Alsuwaidi’s visual identity to better align with their core values of trust, professionalism, and forward-thinking.

While the name and concept remained unchanged, we updated the design across all collateral, including the logo, typography, and other brand elements.

The project included in-depth workshops with Jassim Alsuwaidi and key stakeholders focused on tone of voice and brand strategy, helping us gain a clear understanding of their mission and audience. From there, we developed three creative concepts, each offering a unique perspective on the rebrand.

In addition to a refined colour palette and iconography, we created comprehensive brand guidelines to ensure consistency across all touchpoints. The result is a sophisticated, cohesive look that strengthens their professional identity and elevates their presence in the legal field.

The icon has been carefully crafted to create a minimalistic, abstract “J”, using a shield as a base which signifys strength and trust. It also subtly resembles a forward-pointing arrow, reflecting progress and forward-thinking, aligning with Jassim Alsuwaidi's commitment to delivering legal solutions that not only address needs today, but also anticipate the challenges faced tomorrow.

The gold colour palette enhances the company’s new level of sophistication and professionalism, while the dark green represents stability and growth, highlighting their role as a trusted partner dedicated to guiding clients with expertise, discipline, and accountability. Together, the colours and icon convey confidence, integrity, and long-term sustainability.

The project involved:

Brand guidelines
Brand identity
Visual language
Logo design
Stationary design
Marketing collateral

Formulate – A rebrand for Jassim Alsuwaidi

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