Brand Identity Development
In collaboration with LeapOn Studio
Partnering with LeapOn, I played a key role in shaping the brand identity for Bennet & Associates LLP, a firm founded on the values of collaboration, inclusivity, and long-term relationships. From the outset, our goal was to translate the founder’s vision into a visual identity that reflects not only professionalism but also warmth, openness, and approachability—challenging the conventional, often rigid aesthetic of legal and consulting firms.
The logo design underwent an evolution alongside the naming process. Initially branded as SB & Associates LLP, the client later transitioned to Bennet & Associates LLP but chose to retain the original logogram. This decision reflected a strong emotional and symbolic connection to the design, which had already captured the essence of the brand.
The logogram is a thoughtful interplay of form and meaning. It subtly incorporates the initials S, B, and A, while visually narrating the journey of growth, unity, and shared purpose. Each segment of the mark highlights the importance of intersections—a metaphor for the powerful outcomes that emerge when diverse individuals and businesses collaborate.
The symbol represents more than identity; it functions as a visual ecosystem. It signifies a starting point where connections are made, and relationships flourish—reflecting the firm's commitment to fostering mutual growth among clients and partners.
Ultimately, the identity positions Bennet & Associates not just as a firm, but as a collaborative platform—one that is modern, inclusive, and forward-thinking. By balancing strategic clarity with expressive design, we crafted a visual language that tells a story of possibility, partnership, and lasting impact.
