Context and Challenge
We are proud to share one of the most significant projects we have undertaken: the brand evolution of DLA Piper Martinez Beltrán, one of the most prestigious law firms in Colombia. Aiming to separate from DLA Piper and become the first Colombian multinational law firm with a presence in Spain, the firm embarked on a transformation process to redefine its identity and continue its legacy.
Change is inevitable, you can question it, but not stop it.
The Evolution Process
The process began with interviews with partners, capturing their vision and aspirations for this new stage. From these conversations emerged the need for an identity that represented the firm’s diversity and talent, culminating in the new name: Martinez Quintero Mendoza Gonzalez Laguado & De La Rosa.
Branding and Design Strategy
The challenge was not only visual but also strategic. We helped the firm define a clear voice, tone, and values: teamwork, ambition, and excellence. We collaborated with Bastarda Type to have an impeccable typographic selection that gave the brand seriousness and freshness. We developed a layout grid to reflect collaborative work and chose the color yellow to stand out in the legal sector with creativity and innovation.
Results and Future
This evolution not only redefined the firm’s visual identity but also set a new standard in the legal sector. Martinez Quintero Mendoza Gonzalez Laguado & De La Rosa continues to transform, maintaining its commitment to innovation and quality.
Conclusion
This project is ongoing, demonstrating our dedication and professionalism in transforming ideas into compelling realities. The firm not only shows that law can be modern and current but also leads with innovation in the global legal field.
Martinez Manifesto:
Here is a fragment of the brand manifesto that encapsulates everything this project was about:
Change is inevitable; you can question it, but you cannot stop it.
You can be part of the change, or you can be the change.
Martinez Quintero Mendoza Gonzalez Laguado & De La Rosa
is the firm that everyone dreamed of but no one dared to create.
A change.
A new generation of lawyers,
brilliant, ambitious, and courageous.
A team that has been involved in the most critical and relevant issues of today,
providing innovative, creative, and exceptional solutions. Creating the change that matters.
The legal world needed a change, and this firm was born to be that change; our ambition is to move towards a future where what we do
and our firm transcend.
We are doing the best work of our lives. We are together.
