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Blake Dawson

The task

Differentiate one of Australia’s leading law firms from competitors, portray the changing role of law and appeal to a younger generation of graduates.

The insight

Leading through ‘Personality’. Blake Dawson is known for its distinctive open culture and sense of humour. We could accentuate these personality traits to break away from the default identity style of law firms.

The solution

test Shorten the name from Blake Dawson Waldron and create a completely new visual identity. By using an unexpected colour (turquoise) and cartoons by Charles Barsotti (of New Yorker fame), we developed a real warmth and sense of personality for the firm. We then created a new website and graduate recruitment campaign. The results? Great feedback – and a ‘Best of’ at the global ReBrand 2008 awards.