Owen & Co.

Law
office helps connect people

Research & brainstorm for the identity of an immigration law firm based in Sydney.

Timeline

May 2024 - June 2024

Project

Brand & Identity

My role

Researcher & designer

Statement of purpose:

Create new brand and identity to match with corporate vibe for business expansion with a little bit of playfulness to meet with younger audiences. Website design would be minimal, clear to read but also with modern vibe.

Compassionate Expertise

🧑‍⚖️👩‍⚖️

Compassionate Expertise 🧑‍⚖️👩‍⚖️

Goals and objectives

Focus on creating a professional brand and identity relating to immigration law

The goals are:

Matching client’s company branding with their new business model and expansion
Target more strict clientele and increase standard service fees of the visa application
Attract younger clients and more diverse client profiles in other cities than Sydney for the business

User research

Targeted users who need immigration legal advice, migration and visa services. They are either students, individuals, couples, families, and businesses. The firm also wants to target people with problems with visa applications relating to court hearings, rebates, and court reviews.

Primary persona: Daniel Ng

A 29-year-old British software developer in Sydney, seeks permanent residency after two years on a TSS visa. Motivated by career opportunities and quality of life, he faces challenges with the complex immigration process. He needs professional guidance, assistance with documentation, and clear communication. Preferring expert advice and digital communication, he values reputable law firms with positive client testimonials. An immigration law office can support him with tailored, straightforward advice and efficient service.

Secondary persona: Sammy Nguyen

A 39-year-old Vietnamese tech startup owner seeks to migrate to Australia with a Global Talent Visa to expand her business and improve her family's quality of life. She faces challenges with the visa process, relocation logistics, and business compliance. Sarah needs expert guidance on the visa application, holistic support for her family's move, and assistance with business integration. She values comprehensive planning, timely updates, and reputable law firms with experience in business immigration and relocation services.

Mission Statement

Owen & Co. helps connect families, strengthen businesses, and fulfil individuals’ dreams .

Core values

Professionalism with a Personal Touch:

Owen & Co. upholds the highest standards of professionalism in all aspects of their practice, demonstrating expertise, reliability, and integrity in their work.

Empathy at the Heart of Everything:

The firm approaches each client with empathy and compassion, understanding the unique challenges they face and providing personalized support and guidance throughout their immigration journey.

Straight-Up Communication:

Owen & Co. prioritizes transparency in their communications and interactions, providing clear and honest guidance, explanations, and expectations to clients at every stage of the process.

Fierce Advocacy, Friendly Faces:

The firm is dedicated to advocating fiercely on behalf of their clients, utilizing their expertise, resources, and determination to protect their clients' rights and achieve the best possible outcomes.

Part of Community:

Owen & Co. is actively engaged in the community, participating in initiatives and partnerships that promote diversity, inclusion, and access to legal services, and contributing to the welfare of the communities they serve.

Brand strategy

The problem: ‘I want to migrate to Australia but I seem to have many hurdles and problems with my visa application’

What clients need:

What problem we can solve for our clients? Either they want to migrate to Australia temporarily or permanently, we could offer our professional services for them. We guide and assist them to be on the right path to come and live in Australia legally and successfully.

Brand position:

Why we are different and clients would choose us: We are experts in our fields with many years of experiences and high rate of success.

Main message:

Help connect families, strengthen businesses, and fulfil individuals’ dreams.

Tone of Voice

Compassionate Expertise
"Your Journey, Our Compassionate Expertise: Navigating Together with Owen & Co."

Inviting:

Owen & Co. adopts a friendly and welcoming tone, making clients feel comfortable and valued from the moment they reach out for assistance.

Assuring:

While being approachable, Owen & Co. exudes confidence and reassurance, instilling trust in their clients that their immigration matters are in capable hands.

Compassionate:

Understanding the stress and uncertainty that often accompanies immigration processes, Owen & Co. communicates with empathy, showing genuine care and concern for their clients' well-being.

Coherent:

Owen & Co. provides information in a clear and concise manner, ensuring that clients understand their options and the steps involved in their immigration journey without overwhelming them with legal jargon.

Approachable:

While maintaining professionalism in all interactions, Owen & Co. also brings a personable touch to their communication, fostering a sense of connection and camaraderie with their clients.