Last year, I worked with Jaenine Badenhorst, an employment lawyer based in Wellington, New Zealand, with a decade of experience under her belt. Jaenine was ready to take the leap in starting her own legal firm, and sought my expertise in law firm branding to design the corporate brand and website for Empower Law, a firm that would stand out in the competitive legal industry.
I loved the fact that Jaenine is based in my home town because it meant we because we could have face-to-face meetings at my favourite coffee shop in my hometown of Wellington. During our chats, it was Jaenine’s warmth & compassion that stood out for me the most. In a profession often associated with formality, Jaenine showed up to out meetings in cute sweaters and wore her heart on her sleeve – talking about her real passion & commitment to supporting & empowering her clients.
A Lawyer with Heart
Jaenine’s compassionate approach became the guiding force during the design process. The resulting corporate logo communicates the strength and authority befitting a professional legal firm, while radiating warmth and heart—a true reflection of Jaenine’s unique approach to practicing law.
Incorporating Māori Culture into Law Firm Branding
At the heart of Empower Law’s brand is a reinterpretation of the Māori toki, a ceremonial adze or chisel, symbolizing courage, power, and authority. This cultural symbol adds depth to the brand, aligning with the values of strength and empowerment that Empower Law offers its clients.
A Symbol of Strength and Determination
Worn by Maori Elders, it is believed to impart strength and determination, adding a spiritual essence to those who wear it. This symbolic incorporation adds depth to the brand, resonating with the values of strength and empowerment that Empower Law brings to its clients.
Color Palette: Balancing Professionalism and Warmth in Law Firm Branding
The carefully chosen color palette features rich gold and forest green as primary corporate colors convey authority and professionalism. But we softened the brand palette by adding soft sage green and sand as complimentary colours. These softer hues add a touch of elegance and compassion.
The intentional combination of these elements results in a brand that stands strong and structured, resonating with professionalism, empathy and sincerity.
Empower Law: A Brand That Empowers
Empower Law’s brand encapsulates the professionalism of a legal firm while authentically capturing Jaenine’s mission—to empower her clients.
Website: empowerlaw.co.nz
The Importance of Branding in the Legal Industry
Effective branding helps law firms distinguish themselves from their competitors, build trust with clients, and communicate their unique value proposition. For Empower Law, creating a brand that not only conveys professionalism but also warmth and compassion was key to attracting clients who value a lawyer that truly cares about their well-being.
Digital Presence and Law Firm Branding
In today’s digital age, a law firm’s online presence plays a pivotal role in its overall branding strategy. Empower Law’s website, empowerlaw.co.nz, is a seamless extension of its brand identity. The website’s design is clean, professional, and welcoming, with content that reflects Jaenine’s compassionate approach to law. Additionally, the site is optimized for search engines, ensuring that Empower Law can reach more potential clients looking for a firm that stands out in the crowded legal market.
Let’s make your brand unforgettable.
If you’re ready to create a powerful brand & online presence that resonates with your values and vision, I’m here to help. Whether you’re starting from scratch or looking to refresh your current brand, let’s collaborate to build a brand identity that not only sets you apart, but also connects with your clients on a deeper level.
Get in touch today to discuss how we can create a brand that reflects your unique approach to law. From corporate branding and logo design to crafting a compelling website, together, we’ll develop a strategy that showcases your expertise, professionalism, and the heart behind your practice.
Contact me now to start your branding journey and empower your practice with a brand that truly represents you.
Empower Law: A Brand That Empowers
Empower Law is a prime example of effective law firm branding. It earned us a top 10 spot among the Top Law Firm Branding Agencies in 2024 according to Designrush
