Description:

MC is Aotearoa New Zealand’s largest litigation firm, by far. Five times as big as its nearest rival. That might lead anyone to presume five times as lawyer-like — a bit slower maybe, more cumbersome, wall to wall clones and even a tad stuffy? Far from it.

We defined MC’s refreshed brand identity as a non-binary brand. Very apt for a young firm attuned to a generation of contemporary thinkers bursting with social awareness, attitude and individuality.

Our strategic proposition is Credible Audacity, inviting expression not only of MC’s larger than life, radical spectrum of colourful leadership, but also its serious 100+ year credibility, no-compromise integrity and stance on the things that matter.

This inherent spectrum runs through MC’s brand DNA with two distinct colour palettes – ‘credible’ and ‘audacious’ – being fundamental to the brand’s voice and its intonation. We look to colour to assist the brand in how it dials between different intensities of audacity and credibility to suit any conversation with any audience.

The two palettes create an all-inclusive 12-colour system to support the two typefaces, and a voice that stands for what is right, and stands against what is not.

MC’s new office space allowed us to use both colour palettes to full effect. The greenness of native bush provides the earthy canvas which is punctuated by bursts of colour – like the birds in a forest of green – to create a spectrum of sound, mood, opinion and contemporary artistic expression.