browser bar

The Challenge

The legal world has a reputation for being grey, boring and formal. Crafty Counsel's community, however, is anything but. What began as a media platform is now a thriving community of in-house counsels looking to share, connect and learn and the company is on a mission to bring joy, inspiration and creativity to the sector.

Its previous branding was mixed-up, basic and lacked any distinguishing features - Studio Tonic was tasked to craft a new visual language that included colour, vibrancy and disruptive creativity.

The Solution

We worked from the ground up with several key stakeholders to truly understand the importance of community to Crafty Counsel and learned how deep their commitment to creativity, openness and joy truly runs.

We gave a fresh new twist on traditional typography and built a broad, flexible colour palette that expressed warmth and freedom, allowing Crafty Counsel to scale their communication design without losing their unique identity. We created a suite of graphic devices, based on the new logo illustration to add depth and motion to social media and motion graphics. We also redesigned the logo using a new rounded and approachable typeface and commissioned Illustrator Ollie Farthing to breathe new life into their iconic fox mascot.

No items found.

What our client thinks

Hannah Sinclair

Hannah Sinclair

Head of Marketing

I recently worked with Studio Tonic to create a new visual identity for Crafty Counsel. Myself and the whole team are really impressed with the final product. The new branding looks super slick, and reflects the direction we are heading towards. Working with team Tonic is always a pleasure! They really took the time to understand the brand through discussions with our key stakeholders, and helped to guide us through the whole process. I’m really happy with where the brand is at visually, and look forward to working with them in the future.

Want to look this good?

Book your complimentary consultation now.

Book A Meeting