about Cederquist is one of Sweden’s leading business law firms, with over 120 lawyers advising clients across most areas of business law. While the firm had an established reputation and strong internal culture, the challenge was to elevate the brand to reflect their expertise, quality, and forward-thinking approach, ensuring they stayed ahead of competitors.

CHALLENGE The challenge was to define Cederquist’s unique position through a clear strategy, concept, and design language that would differentiate the firm while reinforcing its relevance.

Approach – BUILDING A STRONG FOUNDATION Through workshops with Cederquist’s management, we defined a new strategic foundation and overhauled the brand. By examining what truly sets Cederquist apart, as both a law firm and a workplace, we identified balance as their core differentiator. Balance between professionalism and personality. Between clarity and depth. This insight became the guiding principle for the brand, ensuring consistency, precision, and strength across all communication from the very beginning.

ESTABLISHING A BRAND PLATFORM To ensure a cohesive identity, the concept of equilibrium was applied across all touchpoints, from advertising and digital platforms to the physical office. By consistently balancing contrasting elements, such as serif and sans serif typefaces or color and monochrome imagery, we created a distinctive and unified visual system. The result is a flexible identity that strengthens recognition and performs seamlessly across print, motion, and digital environments.