Discovery & Research

As part of the team at CMD Studio, I was tasked with developing a new visual identity for Lefebvre UK — a well-established provider of legal and tax intelligence solutions. Although the core logo was already defined at group level, our goal was to craft a distinctive and market-specific brand expression tailored to the UK branch. The process began with an in-depth review of the provided brand inspiration deck, which included visual direction, tone cues, and logo constraints. I also conducted a competitor landscape analysis to better position Lefebvre UK within the growing legal-tech and AI-powered publishing sector.

Concept Development

The visual identity was shaped around the concept of transformation and clarity through innovation. To reflect Lefebvre UK's evolving focus on AI and digital solutions, I developed a design system built on vibrant gradients — evoking stained glass and motion blur — paired with structured, modern layouts and clean typographic treatments. The result is a bold yet professional aesthetic that brings warmth and energy to a traditionally formal industry. All elements were designed to be modular and scalable, ensuring consistency across both physical and digital touchpoints — from events and internal comms to business cards and website assets.

Client Collaboration

The design phase involved ongoing feedback and collaboration with the UK marketing team, ensuring the visuals worked seamlessly in context and met functional requirements. We iterated on color dynamics, layout applications, and accessibility considerations to deliver a cohesive and user-friendly visual system. This flexible identity now allows Lefebvre UK to speak with a more distinct voice, while remaining aligned with the broader brand architecture of the Lefebvre Sarrut group.