Fragomen
Brand Center
Visual Systems
Staking a powerful position
Fragomen is the premier firm solely focused on immigration law. Bringing together more than fifty years of experience, the foremost immigration law experts, extensive global resources and accessible technology, Fragomen works with and on behalf of clients in markets around the world to develop strategic solutions to their most challenging immigration issues.
Fragomen engaged us to develop a brand strategy that would support its future business objectives, address the continued evolution of its clients’ needs and leverage its differentiating strengths. From this foundation, Fragomen sought to develop a visual identity and web presence that could inform and support compelling communications materials for current and prospective clients as well as talent.
Challenges
Fragomen consistently claimed industry leadership, but was struggling to demonstrate its position as a result of a generic brand positioning that did not highlight its core strengths, and relied on generic design, corporate language and imagery that was commonplace among the industry.
With new and increasingly complex competition fast encroaching, Fragomen needed to stake a powerful position and express its distinctive strengths compellingly – both verbally and visually.
Actions
Crafted a brand positioning and essence, image attributes, and proof points to ensure a strong communications platform and articulate a unique and compelling promise to Fragomen’s key audiences
Explored taglines to succinctly capture and communicate Fragomen’s unique position and the key benefits it delivers to clients
Translated Fragomen’s brand personality into design criteria to inform the firm’s visual identity, including its logo and visual system
Refreshed the Fragomen logo to communicate the firm’s modern perspective and forward momentum as well as address prior production issues
Created a distinctive visual system that utilized a hub and spoke concept to convey Fragomen’s strong strategic partnerships with clients and truly global knowledge and resources
Developed an elegant collateral architecture and complementary copy architecture system for Fragomen’s common communications
Refined Fragomen’s communications practices, optimizing the clarity of messaging and frequency of delivery
Created a powerful web presence for Fragomen, developing comprehensive information architecture and user scenarios that informed a dynamic and engaging interface design as well as guidelines to ensure any updates would maintain quality and brand standards
Kept Fragomen’s key audiences engaged with strikingly designed press kits, client alerts, employee bios, email templates and other key communications