CLIENT: OASS & KASEM ADVOCATEN (NL)
PROJECT: DEVELOPING AN ONLINE LEGAL SERVICES BRAND
DELIVERABLE: BRAND BLUEPRINT & GUIDELINES

A&J developed  the entire value proposition of ‘Mr.Lex’ & ‘Rechtsverhouding’, the online legal services brand of Amsterdam law-firm Oass & Kasem. The driving element of our concept was to challenge the idea that online means less human. The brand name (which alluded to a person),  was reinforced with identity components more commonplace in lifestyle sites than service provider portals.

Work delivered included the main brand logo, story, payoffs and all other branding components.