Brand strategy • Visual identity • Typographic system • Tone of voice and copywriting • Web design and content architecture • UX writing • Brand guidelines
ARBOR
Law for life
Challenge
Create a legal brand that combines reason and sensitivity and brings the law closer to life, with a name and signature already defined (Arbor, Law for Life), belonging to the Gama Glória group. In addition to its identity, the brand is anchored in the leadership of Inês Alves Guerra and her experience with international investors, family offices, and private clients.
Idea
Based on the interviews, values such as honesty, discretion, proximity, and integration were defined. The identity is inspired by the tree as a metaphor and by Law 59 of the Code of Hammurabi—the first legal code that protects it, written on a tablet and displayed in the Louvre. The cuneiform writing of this inscription inspired the wedge serifs of the Arbor typeface. The resonance between Arbor and harbour evokes the idea of a safe haven, while natural metaphors such as crown shyness reflect closeness with respect for boundaries. We designed the web design and content architecture to translate this narrative into a digital experience.
Translated with DeepL.com (free version)
The Result
Arbor stands out in private wealth law with a solid digital presence and its own slogan — “The letter of law, the spirit of life” — combining technical rigor, humanity, and the excellence that characterizes the identity of the Gama Glória group.
It brings together 282 laws governing life, including nature. Enacted almost four thousand years ago, it marks the beginning of law as a gesture of protection, including for trees.
The symbol “tree” in cuneiform writing is the starting point of identity.
The position of the wedges is reversed in order to highlight a solid foundation in Arbor. The triangle asserts itself as the basis for balance
The shape gains lightness, the proportions are refined, and an organic gesture is added.
ARBOR is “Law for life,” an ancient root with a contemporary expression.
Color Palette
Typography
Inspired by early humanist typefaces, Jenson Pro expresses proportion, gravity, and subtlety, reflecting the timing, empathy, and integrity of the Arbor brand. The serifs engrave the idea of care and protection.
Introduz contemporaneidade e movimento. Inspirada na diáspora japonesa, celebra a memória e a ligação entre gerações, trazendo ritmo e humanidade à linguagem visual da Arbor.
Fonte utilizada no sistema de identidade Gama Glória, empresa que funda Arbor, impermeabiliza a simbiose entre os dois universos.
Explore the website at:
