Founded in 1923, Marval, O’Farrell & Mairal is the largest law firm in Argentina. A market leader at both local and Latin American levels, the firm has been providing sophisticated, high quality advice to international and local clients for more than 90 years. The firm comprises over 300 lawyers and has wide experience of international business issues and the complexities of cross-border transactions.
Marval, O’Farrell & Mairal has a 90-year track record of being prepared to respond to any challenge, both in the country and in complex cross-border transactions.
|Client:||Marval O'Farrel & Mairal|
|Date:||2014 - Present|
As the largest law firm in Argentina, Marval O'Farrel & Mairal had the need for a strong, coherent but modern and updated brand image development that would allow them to maintain their prominent position in the market and with their clients.
In 2014, Marval had redesigned its logo and brand manual but they found limitations in the developed project. They found themselves needing a design partner that could quickly and effectively move forward and expand their visual system as well as solve all their visual communication needs. With these objectives, we began 4 years ago to work together with their marketing team in the design and execution of brochures, flyers, newsletters, papers and documents.
Purpose + Vision Articulation, Visuals, Iconography, UI, UX, Editorial.
Our initial approach was based on an extensive investigation of the entire visual system of the firm, analyzing the existing pieces as well as the new ones to be developed and the communication needs not yet resolved with the project carried out in 2014.
The result of our analysis allowed us to have a clear diagnosis of the steps to follow in the development and expansion of Marval's visual system.
Firstly, we worked on the design and implementation of a newsletter system where, in addition, we created a color code that helped give identity to the more than 25 practice areas that the study has.
From this initial step we continued with the editorial development of the brochures for each area defining a solid visual system accompanied by iconography and photography art direction. With these developed pieces we used the new visual elements to create the design of flyers, brochures and presentations.
In late 2017, early 2018 we designed the new website and newsletters for the firm, a really big and complex project that involved UX, UI and lots of work, commitment and compromise to create a new digital presence that would reinforce Marval’s branding and communication.
In an industry as conservative as the legal one, the challenge was focused on being serious and respectable but at the same time modernize the image of the firm for the needs of the current communication.