The Legal Marketing Association is the go-to professional body for marketers and business developers working in the legal sector. Their Exchange programme brings together mentors and mentees from across the community – people at different stages of their careers, united by a shared interest in growth, connection and getting better at what they do. They came to us as a brand new client with a blank canvas and a programme that deserved a proper identity.
Full visual identity
Concept through to delivery
Brand strategy, design and written rationale
Packaged into a PDF presentation
PowerPoint deck for the internal brand introduction
A four-square brand mark – Connect, Grow, Lead and Advance
A fresh colour palette built around the existing LMA blue
Typography direction
Photography and imagery direction
A supporting PowerPoint deck for introductory launch
The Challenge
LMA Exchange needed to feel like its own thing – not just a sub-brand of LMA, but something with genuine personality and purpose. It had to work for a wide audience; the seasoned partner acting as a mentor, the ambitious marketing manager finding their feet, and everyone in between. The brief was to make it feel warm and human without losing the credibility the legal world demands. And crucially, it needed to feel modern – a signal that Exchange wasn't just another corporate programme.
The Solution
The four-square mark came from a simple but strong idea – the square is already embedded in the LMA visual language, so using it as the foundation felt right. From there we pushed things in a fresher direction than you might expect from a legal brand. Each square in the mark has its own meaning, reflecting the different reasons someone might join the programme – whether they're there to mentor, to learn, to meet people or to push themselves somewhere new.
The Result
This was a chance to do something great for a new client and show them what we're capable of. We presented two concepts and they responded well to both, though one direction resonated more strongly and was taken forward. The standard of the work clearly caught them off guard in the best possible way – they were genuinely thrilled. Feedback included: "These are great!", "Wow!", "Excellent".