A small size lawyer house in search for their own voice on the market – apart from a job well done – happens to meet Innerout . Young and ambitious lawyers with a particular approach towards their clients needed guidance as regards the shape of their public promises.

But, as always, public promises should find their roots deep into the truth of the business. Which is why the truth of their business was well investigated through internal and external perceptional audit: employees, associates and partners alongside clients, old and new, as both internal and external representations about the business matter.

As a result of the perceptional audit, a common picture emerged: a small company with a fresh mentality embraced naturally a new positioning in what is called New Law. A fresh and iconoclast approach towards the practice of law whose principles are currently being defined worldwide, as a reaction to the 100 years of Old Law unchanged practice.

A new generation of lawyers with new approach towards businesses and life in general embraced a new brand rhetoric paired with a new visual identity talking about freshness, flexibility, agility and relaxed “humanity”. The business of law within the New Law frame is liberated from rigors talks naturally and initiates true dialogue with its clients.