Riesco & Salaberry
Brand Strategy
Brand Identity
Website Design
Challenge
The goal was to define a visual language for Riesco & Salaberry that commanded deep respect and historical weight, while remaining entirely modern and forward-thinking. The main hurdle was creating a “new classic” look—avoiding clichés to build authority through refined design, not just intimidating symbols. The brand needed unshakeable visual stability, yet a distinct, modern agility.
Process
Through discovery sessions, we pinpointed that “modern” meant a blend of tradition with high-efficiency performance. I iteratively mapped visual directions, testing classic serifs against precise geometric grids and multiple color combinations to find that perfect sweet spot where deep legal heritage meets the clean, forward-thinking execution their changing client base expects.
Identity
The core is a unified emblem of stylized, symmetrical golden scales and columns, symbolizing justice and strength, anchored on a deep, trustworthy Oxford Blue. The typography uses a high-contrast pairing: the elegant, historical serif Cinzel for legacy, and the clean, geometric sans-serif Montserrat for modern precision. This palette is grounded in slate and gold, with a vibrant sky-blue accent to signal innovation.
Expression
To make the identity truly adaptable, I translated the visual system into clean, high-performance web layouts and refined, minimalist physical stationery. For distinct legal fields, I developed a set of clean line-icons. We completely bypassed typical stuffy courtroom imagery, using sophisticated, human-centric art direction to make the brand feel both rooted and entirely approachable.
Strategy
Roll-out was prioritized for maximum visual consistency. I provided a detailed set of brand guidelines and simple digital templates, from polished business cards to structured modern contracts and social media assets. This approach empowered the internal team to confidently and consistently maintain the new, precise visual standards across all platforms and client communications from day one.
Impact
The rebrand shifted visual perception to match their expertise. This modern visual confidence confirms they are forward-thinking partners, not just old institutions. The refreshed aesthetic, centered on clarity and quality, significantly elevates their overall client experience. Ultimately, the new identity ensures that every first impression they make is as sophisticated as the legal solutions they provide.