STBB is a leading South African law firm with over 125 years of trusted legal expertise. While the firm’s reputation is well-established, its visual identity needed a refresh—something that felt more professional, sophisticated, and relevant across audiences and channels.
Our brief was clear: evolve the brand to reflect STBB’s credibility, top-tier expertise, and full suite of legal services, while ensuring visual consistency across print and digital media. Just as importantly, the identity needed the flexibility to engage with a younger, modern audience—without losing the gravitas of a firm with deep roots.
We began by auditing STBB’s existing brand assets, identifying areas where clarity, consistency, and visual polish were lacking. Our recommendations centred around refining the brand toolkit—establishing a more controlled colour palette, reworking the logo’s sizing and layout proportions, and embracing sentence case for a more approachable yet authoritative tone.
Typography and layout were treated with care to balance technical precision and personal sophistication. We introduced more breathing room in layouts to enhance clarity and elegance, while photography direction moved toward warm, humanised imagery to better connect with audiences.
The refreshed brand system also extended to corporate and marketing applications. We introduced the idea of a flexible secondary brand layer to better communicate STBB’s positioning and heritage—particularly in the context of milestone messaging. Instead of embedding the 125-year achievement into the logo, we proposed treating it as a campaign asset, giving it room to shine without diluting the master brand.
The result is a brand identity that reflects STBB’s stature in the legal space, while positioning it confidently for the next generation. A legacy refreshed—ready to engage with today and tomorrow.
