Koffman Kalef

Brand

Koffman Kalef wanted to redefine, refresh, and reinvent the way their Vancouver Business Law Firm was perceived. After 20 years under their existing identity it was time their brand reflected their progressive way of working.

Many companies are in the same position as Koffman where the task of change is a daunting one. Trying to get the C - Suite and staff all aligned on messaging and identity can seem like a major obstacle. We have learned that lawyers need deadlines and momentum. For this reason, we designed a 5-week sprint process with Koffman Kalef leading to a new refresh of their entire brand identity.

Discovery Session and Simplicity

Early in the process, the Koffman team had a breakthrough. We asked the question what makes you different? One gentleman piped up with a very excited look on his face and explained.

“Koffman is like a dado joint in Japanese joinery. We don’t over lawyer and complicate things. We find simple solutions to complex problems. If we can find our clients a result in two pages instead of 10 pages we will. “

After that the lights went on and everyone jumped on board with the idea of simplicity as the key to results. This formed our visual aesthetic for the entire brand system. Japanese joinery uses the most effective solutions to create complex structures. The logo represents the simplicity of a dado joint while also merging the two K’s from Koffman Kalef.

Defining Culture

Unique to the legal profession you will find a company structure that is somewhat flat in nature. They have developed a business model that does not get in the way and encourages practice groups to work collaboratively to find the best solutions.

Koffman believes in empowering their lawyers rather then imposing a more traditional hierarchical structure. They invest a great deal in their staff and as result you can guarantee that you are getting some of the best legal advice in the city due to the fact that each team member is motivated and owns their work.

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