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Covali Arbitration
Brand strategy & Brand identity
Redefining Legal Excellence: The Covali Arbitration Brand Strategy Case Study
When renowned arbitrator Serghei Covali and his law firm approached us for a comprehensive law firm rebranding initiative, we recognized an exceptional opportunity to reshape how legal services are perceived in Moldova. Despite their impressive track record serving both international corporations and local companies, the firm sought to unlock its full potential and establish a distinctive brand presence in a market dominated by generic identities.
Brand Research
Our comprehensive market analysis revealed a striking conclusion: while competitors focused solely on showcasing legal expertise, none had attempted to differentiate themselves meaningfully. More importantly, we identified arbitration as a significantly underserved B2B consumer segment – one that aligned perfectly with Serghei Covali's exceptional talent and international experience.
During our consumer profile research, we discovered that clients in legal disputes weren't just seeking expertise; they were looking for a sense of control and strategic guidance during uncertain times. The discovery exposed recurring blind spot in B2B brand strategy development: viewing corporate clients as emotionless entities rather than collections of professionals under pressure needing both analytical solutions and psychological reassurance during crises.
During our consumer profile research, we discovered that clients in legal disputes weren't just seeking expertise; they were looking for a sense of control and strategic guidance during uncertain times. The discovery exposed recurring blind spot in B2B brand strategy development: viewing corporate clients as emotionless entities rather than collections of professionals under pressure needing both analytical solutions and psychological reassurance during crises.
Brand Strategy
Armed with these insights, we positioned Covali Arbitration as more than just legal experts – they became strategic partners who help clients regain control over complex situations. We built the law firm’s brand strategy around three core pillars:
- Strategic mastery in international arbitration
- Global perspective backed by extensive cross-border experience
- The confidence to tackle challenges others wouldn't dare approach
Brand Identity
The brand’s visual identity system we created needed to reflect both the firm's forward-thinking approach and the timeless heritage of arbitration law. We developed a sharp, precise visual language that suggests being one step ahead while incorporating classical elements that pay homage to legal tradition.
The result was a brand identity design that projects analytical expertise and unshakable commitment. Clean lines and structured compositions convey confidence and precision, while sophisticated typography and refined color choices reference the field's distinguished heritage.
The result was a brand identity design that projects analytical expertise and unshakable commitment. Clean lines and structured compositions convey confidence and precision, while sophisticated typography and refined color choices reference the field's distinguished heritage.
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Urbest's name and “Simplify Future" tagline signal their purpose. Vibrant colours and geometric logo shapes convey their balanced blend of innovation and structure. Colours: Gossip, Turquoise Blue, Turquoise, Dodger Blue, Tolopea.
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Urbest's name and “Simplify Future" tagline signal their purpose. Vibrant colours and geometric logo shapes convey their balanced blend of innovation and structure. Colours: Gossip, Turquoise Blue, Turquoise, Dodger Blue, Tolopea.
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Brand identity encompasses the visual, verbal and conceptual elements that identify a brand. This includes your name, logo, typography, colour palette, imagery, tone of voice, sound and more. Your brand identity is the outward expression of your brand that lives in the world. It reflects your brand strategy and makes your brand recognisable and memorable.
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Brand identity encompasses the visual, verbal and conceptual elements that identify a brand. This includes your name, logo, typography, colour palette, imagery, tone of voice, sound and more. Your brand identity is the outward expression of your brand that lives in the world. It reflects your brand strategy and makes your brand recognisable and memorable.
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Brand identity encompasses the visual, verbal and conceptual elements that identify a brand. This includes your name, logo, typography, colour palette, imagery, tone of voice, sound and more. Your brand identity is the outward expression of your brand that lives in the world. It reflects your brand strategy and makes your brand recognisable and memorable.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Amet risus nullam eget felis eget nunc lobortis. Mauris in aliquam sem fringilla ut morbi. Suspendisse potenti nullam ac tortor vitae. Ligula ullamcorper malesuada proin libero nunc consequat interdum. Pellentesque id nibh tortor id aliquet lectus. Netus et malesuada fames ac turpis egestas sed tempus. Dolor purus non enim praesent elementum. Pharetra sit amet aliquam id diam maecenas ultricies mi. Integer vitae justo eget magna fermentum iaculis eu. Nulla facilisi etiam dignissim diam quis.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Amet risus nullam eget felis eget nunc lobortis. Mauris in aliquam sem fringilla ut morbi. Suspendisse potenti nullam ac tortor vitae. Ligula ullamcorper malesuada proin libero nunc consequat interdum. Pellentesque id nibh tortor id aliquet lectus. Netus et malesuada fames ac turpis egestas sed tempus. Dolor purus non enim praesent elementum. Pharetra sit amet aliquam id diam maecenas ultricies mi. Integer vitae justo eget magna fermentum iaculis eu. Nulla facilisi etiam dignissim diam quis.
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Brand identity encompasses the visual, verbal and conceptual elements that identify a brand. This includes your name, logo, typography, colour palette, imagery, tone of voice, sound and more. Your brand identity is the outward expression of your brand that lives in the world. It reflects your brand strategy and makes your brand recognisable and memorable.
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Brand identity encompasses the visual, verbal and conceptual elements that identify a brand. This includes your name, logo, typography, colour palette, imagery, tone of voice, sound and more. Your brand identity is the outward expression of your brand that lives in the world. It reflects your brand strategy and makes your brand recognisable and memorable.
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Rebranding Case Study — Castel Mimi. Brand Strategy & Communication Strategy & TV Commercial.
Project details
Client: Castel Mimi
Project Year: 2021-2024
Country: Republic of Moldova
Client Industry:
Winemaking / Tourism / Cultural tourism / Horeca
Deliverables
- Brand Research
- Consumer Profile
- Brand Strategy
- Verbal Identity
- Communication Strategy
- TV Commercial
Castel MIMI
Brand Strategy
Moldova Innovation Awards
Brand Strategy & Brand Identity