The legal industry has historically been characterised by bland, surname-based naming conventions, and practices are perceived to be both safe and inaccessible at the same time. The challenge for Open Legal was to establish a brand with enough credibility to be attractive, yet without the cost uncertainty and intimidation of established firms.
Small business owners expressed anxiety around lawyers – the infamous 6-minute-increment billing protocol promoted uncertainty in clients, who were hesitant to make contact for fear of being billed for something inconsequential. Customer loyalties tend to be deeper with lawyers than with firms, and an opportunity to create a stress-free, accessible firm was revealed.
We created a bold brand identity that competes on innovation over heritage. The name ‘Open Legal’ was chosen to reflect the values of the founders – that the law should be open to everyone, not just clients with unlimited bank accounts. An Australian design motif which pays respects to First Nations people was used to stand out against an otherwise whitewashed industry.
CUT THRU created a brand that did our marketing for us and helped us grow organically in a typically boring, B2B professional services space. Worth every penny.
Managing Partner | Open Legal