Alerding Castor : Brand Strategy & Design

A newly-formed law firm, Alerding Castor is focused on serving start-ups and techoriented businesses, with the mission to better serve clients by building relationships that look, act and feel more like business partnerships.

Alerding Castor needed an identity that would clearly differentiate it from its peers in a competitive market. The partners at Alerding Castor approached Kristian Andersen + Associates to help them think about how they could reflect the ethos of their hi-tech clientele, while still communicating a differentiated message about a smart, responsive law firm.

After conducting stakeholder interviews and a competitive analysis, the designers at KA+A were convinced that Alerding Castor occupied a truly unique space within the legal community. KA+A, began the design process by jettisoning all the preconceived notions about how a law firm should look and feel. KA+A consulted, not only on the brand strategy and corporate identity, but on the physical space as well. We intentionally rejected the clichés of polished brass and mahogany in favor of brushed aluminum and frosted glass and applied that same philosophy to every aspect of the firm's brand identity.

We crafted a fresh and modern corporate identity and extended the look and feel of the brand to every element of the firm's presence, including the office itself. The Alerding Castor brand is represented in every touch-point that the firm and its staff have with its clients. Since its founding a little over one year ago, Alerding Castor has grown dramatically, adding numerous, high-profile technology companies to its growing roster of blue-chip clients. By defining a guiding vision and cohesive brand identity from the outset, Alerding Castor is uniquely positioned to capitalize on its early success.