Homburger

Questioning the fundamentals is welcome. The collaboration starts with a comprehensive brand audit. What was yesterday? What is today? And what will tomorrow be? During this discussion, future scenarios are mapped out and ambitions are defined that go far beyond the brand image. And that’s important. The legal sector is shaped by conventions – in appearance and communication. Now is the time for Homburger to shake off outdated customs and to set a new course in terms of culture.

The audit resulted in the creation of the Homburger Principles, which embody the firm’s image. In a company with more than 40 partners, having a common denominator is essential for creating the necessary foundation for visions. The principles are not merely a declaration of intent, but are actively incorporated into and exemplified by the workforce. The Homburger spirit has a focal point.

H for Homburger

The principles also form the basis for the development of the brand image. With the iconic figurative mark, we embody the quest for outstanding work. At the same time, the H is also a reference to the firm’s headquarters – the Prime Tower. The figurative mark is complemented by the Homburger lettering, which is arranged vertically as the main messenger in the design system. Homburger red, blue, green and violet are used flexibly in illustrations and for emphasis in text. The colours create assertive accents, break up larger volumes of text and are fresh and positive.

Proximity thanks to imagery

Homburger wants to be open and more accessible. We satisfy this requirement through tonality and imagery in particular. With a high-quality, reportage photography style, the target audience is able to gain an intimate insight into the firm. The Prime Tower forms the gratifying backdrop to it all, providing an exciting interplay between insight and internal and external perspectives. In these spaces, visual identity is created that extends from dawn until nightfall. Nothing is staged: instead, the images wordlessly communicate the heart and soul of Homburger. Authentic and genuine, warm and impressive.

A smart, connected communication landscape

Together with the customer, we developed a communication strategy that is economical in terms of management and directs traffic towards the website. What does the target audience really want? And how much time do they spend on particular topics? The answers to these questions formed the parameters for the development of the concept. The result is a balanced mix of expertise (Homburger Bulletins) and exclusive events. It offers added value instead of gimmicks. Know-how instead of buzzwords. The content is written by top lawyers from the firm and therefore has the appropriate gravitas. The brand creates a worthy stage for the bulletins, with editorial design boasting excellent readability and complemented by prominent illustrations that skilfully hone the topic. In doing so, we deliberately refer to publications such as The New Yorker or The Economist. The illustrations are inspiring and provide context. There’s no fixed style, no fixed illustrator. The visuals are implemented by a growing pool of illustrators who add their own perspective to the content.

Leading, but modest.

The branding process was in many ways a collective balancing act. Homburger is driven by innovation, but at the same time is very connected to its roots. They aim for simplicity and accessibility, but also want to offer depth and integrity. Homburger is the undisputed leader on the Swiss law firm landscape, but considers restraint and modesty to be indispensable characteristics. In spite of, or precisely because of these many areas of tension, the brand that has ultimately emerged performs a balancing act and is multifaceted: sometimes louder, sometimes quieter, sometimes more striking, sometimes more profound. Homburger thus remains true to its first principle: the future has tradition.