Submission # 169
Identity – Tuakiri
Innovation – Technical
Identity – People & Culture
Auckland, Tāmaki Makaurau
Chapman Tripp engaged iceberg to refresh their brand identity and website. Chapman Tripp is New Zealand’s largest law firm. In 2019, they had a website and brand identity that was not living up to their positioning; “The firm that leads” Iceberg was asked to re-think their brand and their website.
Our strategic review of the brand uncovered important pillars of the Chapman Tripp brand that were not being communicated through the identity. Their reputation for innovation in the legal industry, and the warmth and inclusivity of their people was not coming through. These were important considerations to address in the new identity.
We delivered on this brief by breaking the norms of brand design; by creating an identity built not just around type and colour, but also around code. We wrote a program that generates dynamic, animated spiral patterns that reflect the ever-changing nature of the legal environment.
Changing variables like size and colour of the spirals in the program, the Chapman Tripp team is able to create different designs to suit different topics or practice areas.
When building the website, our response was to create a website that wasn’t built around ordinary templates and pages, but rather a fluid mix of text, image, video, and podcast.
Contributors from across the business can pick and choose a range of content types and design the page to suit the topic.
By integrating the patterns throughout the site in imagery and animation, we can ensure that the website has a continuously changing design that feels fresh, and can adapt to the vast range of information and advice it contains.
To compliment the visual identity, we also created a custom-designed sonic brand to be used in video and podcasts. This is a first for any law firm in the region. The audio is made of sounds that reflect the unique combination of technology and humanity of the Chapman Tripp firm.
"The algorithmic, spirograph inspired, patterns are what make this project stand out."
"Progressive identity for a large professional services firm – safe and expected but well executed."
Credits & Collaborators: Blank - iceberg
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