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PRAVEX rebranding
How rebranding helped a law firm stand out from the market
- Reading time: 6 minutes
Business Type
Federal law firm, specializing in personal bankruptcy.
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Business Scale
- 20+ offices across Russia
- 100+ lawyers
- on the market since 2010
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Challenge
The brand's identity had become outdated over time and no longer reflected its current values and level, which became the basis for a complete rebranding.
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Solution
Audience research + brand platform + brand identity + brand book + tone of voice.
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Result
A brand system ready for implementation across 20+ offices. A unified visual and communication standard for all channels, delivered in 4 months.
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Key Feature
The slogan "Let's save what matters" works like a construction set: it changes its ending based on the specific client's value.
Results:
- 20+ officesreceived a ready-to-implement brand system
- 100+ employeeswork according to a unified communication standard
- Visual distinctionfrom competitors in a market dominated by two poles: cold officialdom and aggressive marketing
In this case study:
How to build a law firm's brand when the audience fears lawyers almost as much as their own debts.
And why, in the bankruptcy market, the winner isn't the one who shouts "Write it off!" the loudest, but the one who is the first to stop scaring people.
Challenge: A federal company without a federal brand
The old logo with a shield and a bear did not match the company's true scale and looked like a generic stamp.
It evoked neither trust nor warmth. And for PRAVEX's audience, this is critical: these are people who fear judgment and don't trust lawyers in principle. PRAVEX has been operating since 2010, has opened over 20 offices from Chelyabinsk to Yakutsk, and has conducted thousands of bankruptcy procedures.
The team's task was to create a brand that would set PRAVEX apart in an overcrowded market while simultaneously removing the barriers of fear and shame for its audience.
The team's task was to create a brand that would set PRAVEX apart in an overcrowded market while simultaneously removing the barriers of fear and shame for its audience.
Research: What really stops people with debt?
Before creating anything, the team immersed itself in the world of the target audience.
The analysis showed: the core of PRAVEX's clients are women. Divorced or widowed, working in low-paying jobs, helping children and grandchildren. Debts accumulated due to illnesses, loss of income, and family circumstances. Three findings from the research changed the project's approach:
First: These people make the decision to see a lawyer 90% based on a feeling of human empathy and care, and only 10% on logical arguments. Rational messages like "write-off under Federal Law No. 127" don't resonate with them.
Second: The main barriers are not financial. Shame, fear of the "bankrupt" label, fear of judgment from loved ones and strangers. This is what makes them put off seeking help for months.
Third: The market is divided into two poles. Some companies speak in dry legal language (intimidating). Others use aggressive marketing: "WE'LL WRITE OFF ALL YOUR DEBTS!" (repelling). Between them lies an empty space.
First: These people make the decision to see a lawyer 90% based on a feeling of human empathy and care, and only 10% on logical arguments. Rational messages like "write-off under Federal Law No. 127" don't resonate with them.
Second: The main barriers are not financial. Shame, fear of the "bankrupt" label, fear of judgment from loved ones and strangers. This is what makes them put off seeking help for months.
Third: The market is divided into two poles. Some companies speak in dry legal language (intimidating). Others use aggressive marketing: "WE'LL WRITE OFF ALL YOUR DEBTS!" (repelling). Between them lies an empty space.
From this, an insight was born:
Everything I want from others is respect for my situation, professionalism, and reliable help without prejudice or judgment.
Based on this, we built the entire brand platform, consistently developing it in the visual style and detailed Tone of Voice.
Strategy: A professional on the borrower's side
We formulated the positioning in one phrase: PRAVEX helps navigate the path to financial recovery with legal precision and humane care.
The slogan "Let's save what matters" became more than just a phrase; it became a working tool. The construction allows you to substitute the client's specific value: dignity, property, peace of mind, independence. One version works in outdoor advertising, another in social media, and a third in personal conversation.
Idea: The arc as a symbol of transition
From the shape of the letter "П" in the new logo, a distinctive graphic element was born: the arc.
It visualizes movement, transition, the path from problem to solution. The arc became not a decorative element, but a system-forming one. All of the brand's graphics grew from it.
Color that doesn't shout
Dominant color: dark purple. Deep, trustworthy, unlike typical legal market palettes.
Purple evokes associations with dignity and confidence, yet is warmer than black. Graphite and white complement the base. For accents: golden-sand (in the logo, on premium items, in interior elements).
System: From logo to office design
The brand book sets out all the rules: logo versions, clear space rules, prohibited uses, color variations.
Important detail: The SICHKAR GROUP team prepared instructions for generating images using neural networks. Ready-made prompts for three types of visuals (product photography, portraits, abstractions) allow PRAVEX's in-house designers to create visuals without breaking the style. This solution is critical for a company with 20+ offices: it reduces dependence on the central office.
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Application: Brand across 20+ touchpoints
The created style was consistently implemented across all customer interaction channels — from first acquaintance to post-service support.
We thought through how the brand manifests itself at every stage of the customer journey, so that the feeling of reliability and care accompanies the person throughout.
Office printing and documentation
Contracts, acts, legal letters, forms, business cards — an area of strict formality.
We developed a system where even official documents bear the visual imprint of the brand: neat layout, recognizable color accents, thoughtful information hierarchy. This allows the client to receive legally precise documents in a format that doesn't intimidate with its bureaucracy.
Physical office design
The space where the client receives consultation must speak the same language as the employee.
We proposed solutions for waiting areas, meeting rooms, and reception desks: from navigation elements to atmospheric accents. The office becomes a place where you can feel calm.
Outdoor advertising and printed materials
Advertising structures, leaflets, ads — channels that need to work quickly and without causing rejection.
We created adaptive layouts where the key message is read instantly, and the brand's visual code (arc, color, typography) ensures high recognizability even with brief contact.
Website and digital channels
The website and social media are the primary tools for first acquaintance and regular communication.
We adapted the visual language for the digital environment: clean screens, intuitive navigation, a photo style aligned with two directions (customer-focused images for inspiration and expert images to demonstrate competencies). Feedback forms, communication scripts, and social media posts are all unified by a single Tone of Voice.
Promotional products
Pens, shoppers, small gifts — here we allowed more freedom, while maintaining recognizability through color, graphics, and characteristic elements.
The souvenirs became carriers of a warm, human image of the brand. This is what remains with the client after the case is closed, reminding them of the positive experience.
Q&A
Three signals: clients confuse you with competitors; at meetings with partners, you have to explain who you are instead of discussing the matter; the visual style does not match the true scale of the business.
The scale of the network affects not so much the development timeline as the volume of adaptations: the more touchpoints, the more work there is at the brand book and asset stage.
Design does not build trust by itself. It removes barriers. If a person walks into an office and sees shabby walls with a printout saying "DEBT WRITE-OFF," they get tense. If they see a neat sign, a thoughtful interior, and an employee with a badge that says "on your side," the barrier lowers. Every point of contact should soothe, not sell.
Project Team:
- PRAVEXclient
- Ekaterina Sichkarfounder of the creative agency SICHKAR GROUP
- Victoria LymarDirector of Branding and Design
- Anna StefkinaSenior Designer
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