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Rebuild a unified visual system for the advertising agency, made of steel which can change the world in a while.
Branding, 2019
Modernize RSA's brand image and structure, to reflect its focus on providing legal services to all Portuguese speaking countries, all of them covered by their legal network.
Brand Strategy,
Brand Architecture
Communication Strategy
Logo,
Key Visuals
Website
Stationary
Brand collaterals
RSA
Challenge
The main focus was to unite all of RSA's legal network branches under the same umbrella brand, creating a structure and visuals that could be implemented globally across 7 countries, in 3 continents.
In the short term, it was also requested that the initials RSA (inherited from their founder, Dr. Raposo Subtil) should be transposed to Rede de Serviços de Advocacia, reflecting the network over the founder.
Strategy
Inspired by the ocean that connects all the branches os RSA's network the focus was changed from Raposo Subtil Advogados to RSA, the initials with double meaning (founder+network).
Therefore, the enhancement of the icon derived from the initial was paramount.
A strong outline, easily identifiable that unifies all.
The connection between the letters leads us to the fluidity of the ocean and to the idea that, wherever the client is in need of legal assistance, there is a legal network to support him.
Results
On its different supports, digital and otherwise, the strong and unique visual provide rapid brand identification.
With its fluidity and versatility, RSA now possesses a framework to grow and expand its reach and to better reap the outcomes of its increased brand awareness.
