Peripheral Blue approached us in the brand develop stage for their legal start up. They had a logo, but were yet to figure out their USP, key messages, tone of voice and content strategy. We were originally contracted by them to write search optimised website copy, but this soon led to strategy consultation, tagline development, website design and development, as well as brochure copywriting, design and printing.
Peripheral Blue is unique in that it needs to target (and appeal to) law firms, other businesses and corporations, and lawyers themselves that may wish to work at PB. Typically, legal websites are very dry and factual, unappealing to the eye, and don’t aim to drive an emotional response. PB’s founder wanted to do the opposite, hoping to breathe new life into the legal industry, starting with her brand identity.
We began by developing a tone that is clear, inspiring and fresh, while maintaining professionalism and essential legal terms. For the design, since the logo already existed, we started with the shades of blue in the logo, and added some additional shades plus a highlight colour (orange) to break it up and add some “pop”. In both the copy and the design, the ultimate aim was to keep it clean and easy to read/use.
Peripheral Blue launched with a bang, receiving an incredible amount of positive feedback from people both in and outside of the legal sector. Most commonly mentioned were the easy to read, inspiring copy, “I just wanted to keep reading… I never want to do that with legal websites!”, and the clean, fresh, easy-to-use website design that has truly broken away from the status quo. We feel very lucky to have had the opportunity to work on something so all-inclusive and hands-on, then see it come to fruition in such a positive way.
