Yes, this is a branding case for lawyers. Well, for #theunlawyers to be exact. Underdog #theunlawyers is not just a usual law firm or consultancy. It is a principle and a philosophy. Underdog is all about the challenge, the pursuit, the fight. It doesn’t matter if the opponent is bigger than you and your chances are slim. Accept the challenge. Use your brain. Win in spite of everything.
The style is defined by rought shapes, brutal monospaced font and bold, sometimes controversial images that have the maximum impact on viewers.
Use any and all means at your disposition. Stencil types, graffiti, halftone imagery and glitche effects all help to do the trick – create branded content and convey the idea with as little effort as possible.
There’s no need in expensive prints and hand-crafted envelops to send a business letter. Just follow the simple instruction below.
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The fluorescent paint reveals itself in black light, surprising the viewer and often exposing some new details, invisible to the naked eye.
The notebook and planner is a key tool for our client. So we took a leap here and redesigned the experience of using it from scratch!
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With a translucent layers we add one more way of seeing things, bring one more point of view to the table. Expressive sprays of paint unveil new angles in attitude towards discussed issues.
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Every notebook can be hooked up with a set of special pages, like this branded stencils. Just pull the page out and spray paint any surface with a logo or brand icon. The notebook is made to evoke creative thinking.
Another trick, hidden among the pages, is spreads of brand-stickers. Put a sticker on top of the message to change the meaning or to enforce it with emotion. Or simply stick it on your laptop or give to a friend.
The Underdog is not a conventional brand, so it can not possibly have a conventional brandbook. We created it to be more of a set of principles than strict rules and guides. It lacks structure and numbering and it can any minute be torn apart for quotes and examples.
The formats of the brandbook and the notebook are exactly the same. Thus the pages are interchangeable between those two, and some passages of the brandbook can be easily placed in to your own notebook, to guide you through the day.
We know, this case is very long..
so here's the last batch of photos:
– Barack Obama, the Underdog, USA president 2009–2017
p.s. Kudos to our favorite underdogs – Aleksey Kuprieyenko and Irina Kovalchuk. You inspire us!
design: Madcats branding agency
