Convergence

Brief: RUP is a legal and consulting firm based in Milan, offering integrated services at the intersection of law, strategy, and governance. They came to us with a clear ambition: to reposition the firm and build a brand identity capable of supporting its next phase of growth.
This wasn’t just a question of image. It was about clarity, ambition, and standing out in a conservative, highly codified market. Our challenge was to shape a brand that could shift perceptions and attract a new generation of clients – without losing credibility among institutional stakeholders.

Work: We started by finding their difference. RUP doesn’t just offer legal advice. They connect disciplines, people and strategies. That became our strategic foundation: a brand that thrives where things meet. Legal and business. Expertise and intuition. Complexity and clarity. We refined their positioning around this core idea, crafting a narrative and identity system that could express both substance and sharpness.

Outcome: we delivered a refined logomark, human-centred colour palette, modular graphic language, full suite of corporate collateral and a redesigned website with new UI/UX and content framework.

Together they give RUP a cohesive identity that travels effortlessly from pitch deck to LinkedIn feed while keeping its promise of empowering partnerships crystal-clear.