Crafting a Next-Gen Brand for Berlin's Boutique Fund Law Firm

Strategic Brand Development

In collaboration with a brand designer, we facilitated structured workshops using Google Venture's Brand Sprint exercises, a series of fast-paced activities designed to define and clarify a brand’s vision, values, audience, and positioning within a short timeframe. These branding sprints allowed the Orbit leadership team to align on the core aspects of their identity and gain feedback from the rest of the company, fostering collaboration at every stage. By focusing on the most critical elements of the brand through these exercises, we helped clarify how Orbit should position itself within the competitive legal tech landscape.

We facilitated structured workshops using Google Venture's Brand Sprint exercises, helping the Orbit team align on the core aspects of their identity.

As a result of this process, we developed comprehensive brand guidelines to ensure consistency across all visual and verbal communications. These guidelines covered everything from logo usage, typography, and color palette to the tone of voice and messaging framework. The brand guidelines not only reinforced Orbit’s futuristic and premium positioning but also provided a clear reference for internal and external teams to maintain brand integrity across all touchpoints—from marketing materials to client presentations and digital platforms. This documentation serves as a tool for sustaining brand cohesion as the company continues to grow and evolve.

Revitalizing Visuals Through Contemporary Photoshoots

A key part of Orbit’s rebranding involved creating a brighter, more modern image style through photography. To achieve this, I produced a series of photoshoots with photographer Jennifer Endom, focusing on capturing both team collaboration and professional portraits. Hair and makeup artist Jodi Gardner provided styling for the shoots, ensuring that each team member looked polished and professional while maintaining a natural, approachable appearance. The goal was to convey a sense of dynamism and approachability while keeping the firm’s premium positioning intact.

We shifted the visual tone from traditional corporate imagery to a more contemporary look—bright, fresh, and authentic. The photoshoots captured candid moments of the team working together, highlighting the firm’s collaborative culture and innovative work environment. Individual portraits, on the other hand, were crafted to give each team member a professional yet approachable presence, aligning with Orbit’s focus on attracting new talent and building trust with clients.

We shifted the visual tone from traditional corporate imagery to a more contemporary look—bright, fresh, and authentic.

Integrating AI-Generated Futuristic Elements

To differentiate Orbit, we adopted a forward-thinking design approach. We integrated futuristic design elements like glassmorphism and AI-generated visuals created through MidJourney. These design choices subtly hinted at a space theme, evoking a sense of sophistication and innovation without being overt. This visual language not only set Orbit apart from other legal firms but also strengthened its employer branding, making it an attractive destination for top talent in the legal and tech sectors.

Expanding Orbit’s Digital Presence

Beyond visual branding, we worked on expanding Orbit’s digital presence to create a seamless experience across all touchpoints. This included refining their website’s user experience, ensuring that the design and messaging aligned with the newly established brand identity. The website featured clean, minimal layouts with strategic use of futuristic elements to emphasize Orbit’s expertise in legal tech.

We also crafted messaging that reflected Orbit's dual focus—on offering premium legal services and fostering innovation in the legal industry. This digital transformation further reinforced Orbit’s positioning as a forward-thinking firm, building credibility with both clients and recruits.

This digital transformation further reinforced Orbit’s positioning as a forward-thinking firm, building credibility with both clients and recruits.