Convergence

Brief: RUP is a Milan-based law firm founded by two young attorneys with the ambition to stand out in a highly competitive arena through a more human-centered approach and services tailored to the digital world.
The brief was to refresh the visual identity and develop a new website that could better reflect the spirit and vision of the firm.

Work: following an initial analytical phase, we defined a new business and brand positioning, more aligned with the firm’s values and today’s legal landscape.
We then developed a refreshed brand identity, designed to reflect RUP’s core principles, including a symbol that immediately connects to the legal field.
The new website was conceived to be clear, agile, and emotionally engaging, with the goal of building trust and a stronger connection with clients.

Outcome:

• design of a new logo and brand symbol
• development of a new website
• definition and rollout of the updated brand identity