Branding Case Study
Chance Bridge Partners is a Beijing-based law firm specializing in international trade, capital markets, cross-border finance, etc. When we were brought in to consult for Chance Bridge their branding issue was clear; as with most Chinese law firms, especially in the capital city of Beijing, crimson and gold are the colors of choice causing potential clients to feel as though they were dealing with a state-owned enterprise and not an outward-looking private law firm. Our tasks were made easy for us in that the partners of Chance Bridge understood this fact and allowed us a large degree of creative freedom over their rebranding project.
While it is common for western firms attempting to bridge the proverbial divide in international affairs and markets to employ a bridge analogy, this is something unique to Chance Bridge within the Chinese context. We went to work drawing stark contrast between their original color palette choice to a cooler, more modern palette, also implying their bridge analogy by cross-cutting their lines and colors in the manner by which the vertical cables of a suspension bridge cross-sect one another as they suspend the deck from the main cables.
Along with a full brand image reset, we worked with Chance Bridge at their main and satellite offices to bring their new brand into their physical spaces as well. Consistency is paramount in branding, and we were therefore tasked to establish brand elements throughout every aspect of their company’s physical and digital footprint.