A no-nonsense identity for Baker & partners

Baker & Partners is a Jersey law firm specialising in litigation, financial services regulation, crime, international co-operation and insolvency. Liquid rebranded the firm by working closely with the company’s marketing team to reshape the brand identity, marketing material, advertising and website. A clean and unfussy wordmark was developed and paired with a colour palette of dark grey accented with orange. The contemporary design style is echoed through an advertising campaign, featuring headlines linking pairs of words joined by an ampersand. The identity provides Baker & Partners with cut-through in a sector where marketing cliches are all too common.