Challenge

How to strengthen AGP’s brand through an adjusted visual identity, messaging, and website. The expertise, experience, and client chemistry are already in place—so why aren’t they getting the real big fishes?

Insight

In this sector, you must demonstrate your ability to secure future deals and maximize the chances of success. At the same time, standing out from the crowd is crucial. AGP was already standing out, but both visually and in terms of tone of voice, they gave the impression of being "small" and "soft."

AGP was perceived as highly competent, approachable, and efficient, yet still seen as a lightweight. Were they too few? Through interviews with clients, employees, and competitors, it became clear that success is not just about headcount but about perceived execution power—having an established reputation as an "A-Team." Changing people’s perception from "small" to a heavyweight with execution power takes time.

Solution

Through a comprehensive Brand Matrix process—our Corporate Brand Leadership service—we developed a clear brand strategy. This process offers a holistic view of the brand, defining its core, ensuring internal alignment, and enabling effective communication that engages both employees and customers.

The design process for AGP Advokater’s visual identity and web began with a strategic phase to define core values, market position, and the desired brand experience. Through workshops and analysis, the All Good People philosophy was identified as a central theme in both messaging and visual communication. This resulted in a cleaner, more refined visual identity with less embellishment. We made the logo symbol more distinct, introduced space-efficient and highly readable typography, and strengthened the color palette with more air and dynamism – carefully chosen to reflect the firm's specialized expertise and innovative approach in a traditionally conservative industry.

The photographic style was also based on All Good People—trust and execution power as advisors, yet unpretentious and approachable as colleagues.

The website was structured for clarity and efficiency, featuring concise, engaging content and a refined design.

Result

Today, AGP is Norway’s largest specialized law firm within transactions and capital markets. The cohesive visual identity strengthens AGP Advokater’s position and brand recognition.