Cygnus advocaten sets course for the future
A business evolves and occasionally it needs to rethink and redefine its strategy. Cygnus Advocaten took the opportunity to set out its areas of focus going forward. We helped dot the i’s and cross the t’s of the new brand story with a new name, a striking visual and updated branding.
A new chapter
Law firm Crivits Persyn, an established name at the bar in Bruges, has built a solid reputation over the past 35 years in social law, corporate law, government contracts, real estate and liability law. As the market evolves, the company is changing its focus in response, with the aim of relaunching in 2025. The opportunity to set out its areas of focus going forward and strengthen its position on the market.
Strategic thinking
In a deep-dive workshop we examined where the firm currently stands and where it wants to go. The next step was formulating a clear brand promise and the core values. This allowed us to clearly identify what the course should be and coin a new name: Cygnus Advocaten. Cygnus refers to the constellation and stands for orientation, steadfastness and evolution. Cygnus is Latin for swan, which is also a symbol of Bruges, the law firm’s home city.
"The name and logo refer to the Cygnus constellation, which stands for orientation, steadfastness and evolution."
Powerful concept
Cygnus Advocaten is a shining light in a legal sea of complexity. The law firm functions as a way finder, providing the clear advice and insight its clients need to set the right course to justice. We created a powerful concept visual to convey that idea: a lighthouse in the form of a chess piece that rises from the turbulent sea. The tagline – ‘Result-bound’ – emphasises the powerful, results-first mindset.
Cross-media approach
In our role of full-service communication partner we rolled out the rebranding across various media. We created a new website to spread the word about Cygnus Advocaten. Our designers compiled a complete house style guide and got to work on a corporate brochure, PowerPoint presentation and signage. All customers received a personal letter presenting the new name and our social media team hit Facebook and Instagram with the same message.
