B.A.L

Rebranding an immigration law firm for international growth

B.A.L is a global immigration law firm that helps companies manage immigration requirements for their workforces. They are already a significant player in the market but they needed a stronger brand to increase visibility. They want to be seen as the top strategic partner in the immigration space who has the most up-to-date knowledge and exceptional service. The task becomes refreshing a brand that makes B.A.L's clients feel confident, supported, and understood.

Role

Visual design
Brand identity
Collateral design
Brand guidelines
Web design
Website architecture

QUOTE

"Emotive Brand enabled us to make a real transformation. We feel bolder, clearer, and more aligned."

Jeremy Fudge, CEO at BAL

Based on this strategy, we came up with a visual identity that is sophisticated yet unconventional. A simple and direct logotype, paired with a bold color palette, authentic photography, and personable illustrations, creates an identity system that projects confidence and understanding in the complex world of corporate immigration.

My main responsibilities were designing the logo and logo architecture, all print and digital touchpoints, brand guidelines, illustrations, iconography, and defining the photography style.

B.A.L is on the ground

Our approach with photographic style showcases B.A.L’s global reach and understanding. They immerse themselves in the cultural and economic forces shaping each country and region. The photography is tasteful and authentic. They are snapshots of local life, showing an on-the-ground perspective of people taking part in their daily routine.

WEBSITE

Making B.A.L the go-to site for immigration news and knowledge.

With the brand newly launched, B.A.L needed an upgrade to their website that showcases their global presence and deep expertise. They want to become the go-to site for the latest immigration news and knowledge.

I was responsible for cleaning up their site architecture, templatizing different page types, and designing the actual webpages, interactive elements, and responsiveness. The global photographic style showcases B.A.L’s reach and local understanding. An interactive news ticker on the homepage and a robust resource center positions B.A.L as a real-time knowledge center for all things immigration.

MORE BRAND COLLATERAL

Stationery, brochure, illustrations, email newsletter, brand guidelines

Creating a toolbox

A family of illustrations and icons was designed to extend BAL's visual identity. We injected the square from the logo as a playful interaction in the illustrations. Balancing the bolder typography and color palette, the style of the illustrations is softer and more human to give the brand a personal touch..