ABOUT

GOALS
As one of the largest corporate law firms in Southern Africa by deal value, JGM needed to update their corporate profile as they did not want to be perceived as ‘old school’ by the burgeoning black-owned business sector in South Africa‘s growing economy.

RESPONSE
Updating the logo’s typeface and layout, and introducing a dominant navy blue with metallic gold contrasts as a corporate colour scheme created a bold, modern identity that retained a classic feel.

Phase two saw cross-channel communications developed, centered around the core concept of the ‘Chemistry & Alchemy of Law’. The concept alludes to the framework of the Law (chemistry) within which they exercise their expertise (alchemy) on behalf of their clients.

As part of the re-brand a monthly email newsletter comprising case analysis and white papers - named the ‘Laboratory’ - was distributed as embedded emails with downloadable PDF links for those who prefer hard copy.

OUTCOME
The corporate communications overhaul facilitated JGM's successful navigation of the changing South African economic landscape, establishing JGM as a key player in the new economy.