Southside Legal
The Client
Southside Legal is a personal injury firm based in the southern Gold Coast, in south-east Queensland. Having been acquired by Sydney firm Chambers Russell in early 2021, their brand and website no longer reflected the practice areas or brand personality of the new firm.
Initially, Amadeus was engaged to create new signage for their premises. We got to discussing building a new website, which naturally led to discussions of sharpening up the brand to better convey their offering and value proposition. It’s a chain reaction!
The process
Once the increased scope had been discussed, we kicked off with a brand strategy workshop via Video Conference. Firm Partner, Katie joined us from the Gold Coast and we ran through a series of exercises designed to uncover their brand values, persona and visual ‘clues’ to follow in the rebrand.
The creative
One thing that I noticed immediately was that the brand didn’t sit comfortably with its parent firm Chambers Russell. The logos were somewhat jarring, and this was top of mind when I was creating the visual identity.
I’d like to think I brought a superpower with me to the project having resided in south-east Queensland for a few years in my 20’s. I had an intimate knowledge of the southern Gold Coast, and knew just the right colour palette to go for to reflect this, whilst also conveying their empathetic, passionate and professional brand personality.
The primary colours of turquoise and blue were carefully selected to complement the palette of Chambers Russell, while the gold was a nod to the brand’s heritage and sunny climate.
The logo was actually an ‘S’ that I felt worked best as two circles meeting each other in the middle. I was pleased that the graphic mark could convey a sense of ‘journey’ that much of Southside’s clientele go on when seeking compensation for the types of claims that Southside assist with.
The key messaging work was actually my favourite part of the project. I found it really satisfying to be able to put into words, what Katie and her team do, and the care and passion that they bring to their practice. I’ve always been known to wear my heart on my sleeve, and I find this is an imperative component to writing copy with heart.
Here’s a look at the work we did together:
With you, for you.
Southside Legal are a team of legal compensation professionals — here for people and their loved ones when help is needed most. Gold Coast based, assisting people Australia-wide.
We lead our clients through often complex pathways towards compensation across the areas of motor vehicle and road accidents, workplace injuries, public and product liability, institutional and historical abuse, professional and medical negligence, as well as helping clients navigate the process of insurance claims.
Brand Values
People First
Our clients come from diverse backgrounds, and we provide every single person, and their families and loved ones, individual care and attention regardless of gender, age or financial means.
Perseverance
The types of matters we take on for our clients can be complex, and often take a long time to resolve. We pride ourselves on our perseverance, poise and ability to provide calm, stable counsel for our clients - always.
Partnership
It takes a village to fully support our clients on the pathway to resolution. Collaboration, respect and pragmatism are the hallmarks of our approach and conduct during each of our clients' matters.
Passion
We are passionate about what we do: giving a voice to people who may otherwise be unable to find their way through. We advocate tirelessly throughout our clients' journeys, striving to achieve the best possible outcome.
Positivity
Above all, we work hard to create a more positive outlook for every person and their loved ones. With our help to achieve the best outcome, our clients have the opportunity to move forward with their lives.
Thank you, Katie and team. What a great note to wrap up 2022 on! I can’t wait to see you thrive with your new identity and website.
