Uniting two established law firms under a single identity.
Ellul & Cruz
Ellul & Cruz is a Gibraltar law firm formed through the merger of two established practices, Ellul & Co and Cruzlaw LLP.
The new firm needed an identity that could bring both legacies together under one name, while positioning Ellul & Cruz as a trusted, elegant and highly professional legal practice.
Strategy, Visual Identity, Website Design & Build
The formation of Ellul & Cruz marked the coming together of two prominent Gibraltar law firms. Both Ellul & Co and Cruzlaw LLP had built strong reputations in their own right, giving the new firm a meaningful foundation to build from.
The merger created an opportunity to define how the new entity should present itself to clients, employees and the wider market. More than creating a new name, the firm needed an identity that could establish a recognisable presence from the outset.
Our strategic work began by sitting with key stakeholders from both firms to understand what the new practice needed to represent and how it should position itself within the local legal market.
Neither firm was the largest in Gibraltar, but both came to the merger with established client bases and reputations worth protecting. Looking at Gibraltar's legal landscape, it was clear there was an opportunity to occupy a more premium position.
At the centre of the identity is a bespoke wordmark set in Dinamo's Arizona Flare, a typeface whose elegant forms and contemporary construction allow the mark to feel both established and current. The logo suite was designed to give the firm flexibility across contexts, reducing to an abbreviated shorthand where needed, and expanding into a more decorative heritage mark for commemorative use.
A restrained colour palette and carefully considered typography complete the system, creating a presence that sits at the premium end of Gibraltar's legal market without announcing itself loudly. The identity earns its authority quietly.
The new identity gave Ellul & Cruz a unified presence from day one. What made the outcome meaningful was that both predecessor firms came away satisfied, the brand struck a balance that neither side had to compromise on, which for a merger is no small thing.
Case details
Strategy, Visual Identity, Website Design & Build
The formation of Ellul & Cruz marked the coming together of two prominent Gibraltar law firms. Both Ellul & Co and Cruzlaw LLP had built strong reputations in their own right, giving the new firm a meaningful foundation to build from.
The merger created an opportunity to define how the new entity should present itself to clients, employees and the wider market. More than creating a new name, the firm needed an identity that could establish a recognisable presence from the outset.
Our strategic work began by sitting with key stakeholders from both firms to understand what the new practice needed to represent and how it should position itself within the local legal market.
Neither firm was the largest in Gibraltar, but both came to the merger with established client bases and reputations worth protecting. Looking at Gibraltar's legal landscape, it was clear there was an opportunity to occupy a more premium position.
At the centre of the identity is a bespoke wordmark set in Dinamo's Arizona Flare, a typeface whose elegant forms and contemporary construction allow the mark to feel both established and current. The logo suite was designed to give the firm flexibility across contexts, reducing to an abbreviated shorthand where needed, and expanding into a more decorative heritage mark for commemorative use.
A restrained colour palette and carefully considered typography complete the system, creating a presence that sits at the premium end of Gibraltar's legal market without announcing itself loudly. The identity earns its authority quietly.
The new identity gave Ellul & Cruz a unified presence from day one. What made the outcome meaningful was that both predecessor firms came away satisfied, the brand struck a balance that neither side had to compromise on, which for a merger is no small thing.
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