Blair – Chahley – Klassen Legal Branding

Blair – Chahley – Klassen

Blair – Chahley – Klassen is one of the few legal firms in Canada focused on representing unions in labour disputes. The firm nearly exclusively presents cases to the Supreme Court of Canada. Founded by Robert Blair and Leanne Chahley, the firm's legacy involves the establishment of the Ontario Labour Board.

The practice is known for its progressive and deeply intelligent interpretations of the law. So when the firm brought in a new partner, Klassen, they sought a brand position and updated look that captured their strong commitment to unions and human rights. 

After interviews with clients, colleagues and the partners, Studio Otherness developed the brand theme of “intensely human.”

Known as an innovative and highly-esteemed law firm, B–C–K was unconcerned with the typical visual approaches to legal branding. The new brand direction focuses on the people the firm ultimately serves in the pursuit of equality in Canada.

Illustration by Leigh Wells Services: Brand positioning, brand identity, creative direction