Case study:

We hate to brag, so we’ll show you instead. Here’s how we helped Merryweather Law achieve a striking brand that reflects — and supports —their unique mission to disrupt the highly traditional field of law.

Merryweather —

Legal work for humans, by humans.

Merryweather Law founder Constance Liu has spent over 15 years as an estate planning and tax attorney at law firms working with first generation wealth creators as well as families with multi-generational wealth. With a superpower for simplifying the complex and demystifying the arcane, she set out to gently disrupt the legal industry by modeling a new way of doing law: one where attorneys are encouraged to gain exceptional expertise and maintain a sustainable law practice, and clients can get honest and effective legal care.

As a new player in the legal field, Merryweather wanted to establish a brand that resonated with their values and connected with a diverse clientele. The challenge was to create a brand that not only reflected their commitment to clarity and collaboration but also differentiated them in a field often perceived as stodgy, stuck-up and impersonal.

To reflect Connie’s fresh, new approach to legal services, we knew we needed to add a touch of the unexpected — a new take on a traditional concept.

Here’s what we did:

  • We began with a comprehensive discovery phase, engaging in in-depth conversations to articulate and gain a deep understanding of Merryweather's vision, values, and target audience. These insights were then refined into a solid brand strategy.

  • The strategic foundations were translated into a visual brand identity that communicates expertise and trustworthiness, while incorporating subtle and delightful visual surprises for those with a keen eye for detail. The letters "M" and "W" were combined into a simple, but sophisticated monogram.

    The colour palette features a classic deep maroon, teamed with a burst of berry pink and a touch of elegant gold. An argyle-inspired brand pattern — featuring a dashed pink line — sets Merryweather apart, while nodding to their distinct approach.

    Typography-wise, the chosen brand typeface is a new take on a classic serif, that upon closer inspection reveals some delightful quirks and details that further support the idea of a gentle disruptor.

  • Words matter. Merryweather’s tone of voice and messaging were carefully crafted to reflect their brand personality. From the outset, we aimed to ensure that every piece of communication was warm, friendly, and approachable, aligning with Merryweather’s core values of clarity, creativity, and collaboration.

    Merryweather’s tone is conversational yet professional, striking a balance that makes clients feel at ease while instilling confidence in the firm’s expertise. The language is clear and straightforward, avoiding legal jargon that could alienate or confuse. Instead, we focus on simplicity and transparency, making complex legal concepts accessible and understandable. This approach underscores Merryweather’s mission to demystify the legal process and provide better law for everyone by focusing on what really matters.

The final result speaks for itself:

A distinctive brand presence that lets Merryweather shine in an industry known for formality. They now stand as a trusted and approachable choice for estate planning and tax services, making waves in a traditionally formal landscape.

As high-income earners and homeowners in their mid-30s to mid-50s, the Merryweathers* prioritise clarity and simplicity in legal and financial matters. Whip smart and appreciative, they value efficient, hassle-free solutions and are frustrated by unnecessarily complicated processes. This is a thoughtful and open-minded couple who respect their family, appreciate good communication, and trust professional advice. They aspire to enjoy life, get things done with ease, and prioritize time with loved ones.

*Of course, the Merryweathers don't exist. We made them up. Based on research, they are a representation of the typical client — and they guide and inform the verbal and visual communication.

Negative space is based on the idea that the human brain often thinks it knows what something looks like and takes over from our eyes to ”fill in the blanks”. By combining the negative space from the initials M and W, we get an icon that at first glance seems abstract, but look closely and your perception of the icon is changed forever — much like people’s perceived idea of a law firm will change once they experience the Merryweather method.

The argyle brand pattern with the dashed pink line is a twist on tradition — it differentiates Merryweather in a “sea of sameness” and is a nod to their different approach. Subtle gold details add a touch of luxury.

Incorporating traditional elements, with an unexpected twist, is a recurring theme throughout — like classic string closure envelopes featuring a hot pink string, or a pink wax seal.

Words matter. Merryweather’s tone of voice and messaging were carefully crafted to reflect their brand personality.

Brand voice characteristics:

Clear. Creative. Empathetic. Intelligent. Well-spoken.

  • We play well with others.

  • We use good manners.

  • We do understated excitement. We're delighted or looking forward to helping, not "pumped" or "super excited".

  • We say please and thank you.

  • We have the manners of an old-world concierge.

  • We don't assume anybody knows what we're talking about.

  • We don't show off.

  • We are not overly-familiar with clients.

  • We don't let the technicalities of manners get in the way of actual care.

Value proposition:

  • Merryweather provides legal services for people who are experts at something else.

Brand promises:

  • You should never be surprised by what your bill is.

  • You should understand every single thing you receive from us.

  • We will always see you as a full person and not just a collection of hours on a billing sheet.

Brand positioning:

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The gentle disruptor

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The devoted advocate

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The guiding companion

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Brand positioning: — The gentle disruptor — The devoted advocate — The guiding companion —

Brand Guidelines

Comprehensive brand guidelines were designed, to act as a reference for the internal design team, suppliers, and others who are authorised to work with the Merryweather brand. The document includes details about:

  • Background

  • Core values, vision & mission

  • Positioning & target audience

  • Personality

  • Messaging & tone of voice

  • Brand marks & correct use

  • Typography & colours

  • Visual assets

  • Photographic style

  • Application

Don’t just take our word for it; here’s what Merryweather founder Constance Liu wants you to know about working with us:

“Working with you on this brand was an incredible experience — I’m so glad we had you to help bring it to life!”

Constance Liu

Join us, and let’s build something that lasts, together

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Join us, and let’s build something that lasts, together —

Let’s have a chat.

Curious about working with us on your brand? We’ve love to talk to you about it.

Give us just a bit more information here, and then we’ll all three hop on a call together to see if things feel like a fit.