MC

Credible and Audacious

MC (Meredith Connell) is the youngest of the big law firms — a mere 100 years — and their liberal values and social awareness really set them apart. They’re also Auckland’s Crown Prosecutor and NZ’s biggest name in litigation. Their brief was to look and feel nothing like a law firm. Challenge accepted.

We shook things up with an identity that champions MC as a law firm with something to say — people who stand up for what’s right and against what’s not. Our brand proposition balances the firm's undisputed credibility along with its audacious personality and attitude. This duality of a serious law firm with a contemporary outlook informs all parts of the design, from a colour palette of two halves to a pairing of typefaces. What emerges is a versatile aesthetic, allowing MC to move comfortably across a spectrum of different conversations — from the formal to the informal and everything in-between.