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.
Color Palette
Color Palette
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