REFRAMING LEGAL SUPPORT FOR COMMERCIAL PROPERTY
Greenwoods wanted to reframe the way legal support works for the commercial property industry, moving away from the traditional wait-for-a-problem, call-a-lawyer model. The brief was to give this new product its own visual identity, distinct enough to stand apart, while retaining the integrity of the existing Greenwoods brand. Resource needed a signifier and a key visual that could carry the product across its own touchpoints, without breaking from its parent firm.
We built a balanced identity around parallel line work, a signifier for the continual, supportive nature of the Resource offering. We took the colour palette from Greenwoods’ master brand and realigned how it was used, bringing the brighter, bolder colours forward rather than leaving them as accents, and paired this with imagery drawn from the environments Resource is built for: retail, hospitality and commercial real estate.
This identity was applied across a set of social graphic templates, a product explainer document, and supporting assets to help the Resource product, and the wider Greenwoods team, showcase the offering with confidence.
The result is an identity that reads as part of the Greenwoods family, but signals something different: a product in its own right, positioned to stand on its own within a competitive legal market.
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