Avid Legal had built a strong reputation among Aotearoa’s innovators, investors, and founders. But while their people and practice were known for being frank, human, and unorthodox in all the right ways, their brand still looked and sounded like the traditional law firms they had spent years redefining. The website was serious and dark, the tone overly formal, and the brand didn’t reflect the curiosity and courage that set them apart.
Avid approached Ocean to help bring the brand into alignment with the firm they had become, experts at helping innovators grow, with personality and purpose to match.
The challenge was to capture the essence of Avid’s way of working, law without the bureaucracy, and express it through a confident, distinctive identity that would resonate with high-growth companies.
Through our discovery sessions, client interviews, and brand audits, one thing stood out clearly: Avid’s strength lies in their genuine curiosity and their courage to do things differently.
We refined the visual and verbal identity around that concept, combining clarity with character. Every element was designed to convey confidence, curiosity, and warmth without tipping into corporate sameness or contrived cool. The work balanced Avid’s sharp intellect with their down-to-earth humanity.
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Visually, the new identity introduced a refined logotype with a subtle linking symbol between “avid” and “legal”, a nod to connection and collaboration. A fresh hero blue brought energy and distinction in a sea of conservative greys and blacks, supported by a secondary palette of green, red, and purple to extend the sense of momentum.
Typography remained bold and assured, keeping the communication crisp and confident. The graphic system and portrait photography added a human touch: natural, curious, and warm.
Online, the experience was restructured to make navigation intuitive and to reflect the breadth of Avid’s mahi. The site architecture allowed audiences to filter by expertise or interest, while copywriting adopted a voice that is plainspoken, generous, and alive with energy, true to how the team actually speaks.
The refreshed Avid brand now tells a more authentic story, one that celebrates who they are, not just what they do. It feels lighter, more direct, and unmistakably Avid: a law firm that helps high-growth companies make the impossible possible.
The new identity has given the team confidence and consistency across every touchpoint, from their proposals and reports to their digital presence. More than that, it has created a clearer signal for the kinds of clients and collaborators they want to attract, people who, like them, have the courage to be curious.
