The legal industry is often perceived as archaic, inaccessible, and intimidating. Open Legal was founded to challenge this norm, but they needed a brand to match their mission. Our goal was to build a disruptive identity that could establish credibility while eliminating the cost uncertainty and fear associated with traditional firms. We needed to create a brand that signalled a new, open approach to law for everyone, not just clients with unlimited budgets.
The challenge was to build a law firm brand that could be both credible and accessible in an industry known for being neither. We had to overcome the deep-seated anxiety many small business owners feel towards lawyers, driven by intimidating traditions and unpredictable billing practices. The brand needed to project expertise and trustworthiness without resorting to the stuffy, archaic conventions of established firms, creating a safe and welcoming space for clients who felt shut out of the legal system.
Our approach was to create a bold identity that competed on innovation over heritage. The name “Open Legal” was chosen to instantly communicate the firm’s core values of transparency and accessibility. To visually break from the archaic, whitewashed industry, we developed a unique brand identity using an Australian design motif that pays respect to First Nations people. This disruptive positioning immediately established Open Legal as a modern, approachable alternative for clients seeking expert legal help without the intimidation.
CUT THRU created a brand that did our marketing for us, helping us grow organically in a boring B2B space.Ezra Saranjinsky, Managing Partner, Open Legal
We created a bold brand identity that competes on innovation over heritage. The name ‘Open Legal’ was chosen to reflect the founders’ values—that the law should be open to everyone. A unique Australian design motif that pays respect to First Nations people was used to stand out against an otherwise whitewashed industry, creating a modern, approachable brand that instantly signaled a new, transparent way of practicing law.
