Pérez Bustamante & Ponce (PBP) is the law firm with the longest trajectory and recognition in Ecuador. However, its visual identity did not reflect its evolution, leadership and vision for the future. The challenge was to modernize its image without losing the strength and prestige that characterize it, achieving a balance between its legacy and the innovation demanded by today's world. The new identity had to convey confidence, sophistication and excellence, aligning itself with the global standard of the most important law firms.

In Ecuador, the legal sector is characterized by its traditional approach, with firms rarely updating their image. PBP, despite its impeccable reputation, faced a challenge: its visual identity did not reflect its dynamism and market leadership. The perception of clients and stakeholders demanded an update that projected not only expertise, but also modernity and innovation. In an environment where technology and globalization redefine the practice of law, PBP needed a branding that would position it as a benchmark of the legal future in the region.

Symbol of Evolution and Prestige: A visual identity was created that fuses tradition and vanguard. The new typography, the “PBP” monogram and the strategic use of the color blue reinforce the firm's seriousness and confidence, while modern graphic elements evoke its look to the future.

Visual and Conceptual Narrative: The “Valuable Experience” concept encapsulates the essence of PBP: a firm that not only accumulates years of experience, but also turns its experience into an invaluable asset for its clients. This message was translated into graphic pieces, publications and digital platforms, aligning every point of contact with the brand.

Applications and Expansion: From corporate stationery to digital presence and international events, the new branding was implemented comprehensively. Visual elements inspired by law and technology were incorporated, projecting PBP as a world-class law firm.