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Creative Brief

Who are you?

5 partner law firm in New Zealand specialising in commercial (business) and personal (property, trusts, etc) law.
See www.parryfield.com for profile.
We have a good reputation for punching above our weight in the commercial law service industry. We like to present as being neither ostentatious (not too expensive) nor too down-market. We are seen as being good value for money and have a repuation for offering good legal service as well as an ethos of caring for our clients. The partners and staff lawyers have a strong commitment to church and charity work.

What do you need?

As part of a re branding process we need to refresh our letterhead, logo, business cards and other images such as website front page etc. They are now out of date and are simply black/grey on white. (See samples attached.) Black and white is not seen as a negative but we wish to look at some colour options as well.
We are seeking, in particular, ideas for a more modern presentation of the words "Parry Field" and "Parry Field Lawyers" on our masthead (letterhead, memos, cards etc)and with or without a logo (buta new logo is prefered)and with or without a simple subsidiary catch phrase such as "to the heart of what matters", or "legal solutions", or "solutions:security:" .
We want to convey an image of sharp, smart, effective and understanding lawyers.
Do not rely too much on the format of our website as a guide, as that too will be updated soon.

Who Is Your Audience?

Intelligent discerning middle income earners and successful business owners who prefer an understated (ie not too flashy) but up to date and timely service. We dont want a staid old fashioned image for them, nor do we want to appear to be loud or garrish. We also have a large number of charity clients which also reflects partners outlook in life.
Also have a growing base of young upwardly mobile families.


We Like These Examples


We Absolutely Must Have

We would consider both a black/grey only, or a colour mix but not too many colours and not too bright.
Company name is "Parry Field" but we also use "Parry Field Lawyers".
Important that web address prominent, but does not dominate.
Letterhead spacing must take account of need for other information-see attached existing letterhead, memo and business card.



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