Strategy & Approach:

Archetypes

We began this project by creating brand archetypes. I coordinated meetings between my creative team and the client, and together we inquired about their goals, values, and preferences. I formulated the meeting into a creative brief,  and together, my team and I used the notes to define the company's archetypes. We defined this client as Guardian (70%) and Maverick (30% influence). The Guardian seeks to help others fulfill their goals, and the Maverick breaks away from tradition and seeks to be innovative.

The Name

This was a women-owned law firm whose differentiator was that they’re compassionate but strong. We had several meetings throwing around ideas and chose a few to present to the client; we landed on “Athora Law Group”. They were all presented with the behind-the-scenes thought process and meaning.

“Athora” was a feminine twist on the word “authority”, and has an unstoppable and confident feeling to it.

Results

Being a strategic mind in the beginning of this project was extremely rewarding. My team built an amazing brand off the name and archetypes that is timeless and strong. Our success with this brand and website lead to new business with the client, and we’ve helped implement their brand across multiple platforms.