CASE STUDY · BRAND STRATEGY & IDENTITY

uberlex

uberlex

uberlex

Complexity, made clear.

Complexity, made clear.

Complexity, made clear.

A complete brand for a strategic legal partner: from purpose and attributes to a visual language and a social media system that makes law feel clear, human and close.

CLIENT

Uberlex Abogados

INDUSTRY

Legal services · B2B

SCOPE

Brand strategy, visual identity, social media strategy

YEAR

2026

01

THE OBJECTIVE

A visual identity that reflects Uberlex as a strategic legal partner — combining legal expertise, clarity and proximity in a contemporary, distinctive language.

A visual identity that reflects Uberlex as a strategic legal partner — combining legal expertise, clarity and proximity in a contemporary, distinctive language.

A visual identity that reflects Uberlex as a strategic legal partner — combining legal expertise, clarity and proximity in a contemporary, distinctive language.

02

BRAND ATTRIBUTES · HOVER EACH ONE

01

Expert

02

STRATEGIC

03

PROACTIVE

04

APPROACHABLE

05

RELIABLE

01 / 05 · experto

Deep knowledge and technical rigor.

Legal expertise that shows in every detail — precise, informed and never improvised.

Ж

01

Expert

02

STRATEGIC

03

PROACTIVE

04

APPROACHABLE

05

RELIABLE

01 / 05 · experto

Deep knowledge and technical rigor.

Legal expertise that shows in every detail — precise, informed and never improvised.

Ж

03

BRAND FOUNDATION

Why it exists, where it goes.

Why it exists, where it goes.

Why it exists, where it goes.

PURPOSE

To give businesses the legal clarity and strategic guidance they need to make better decisions, prevent risks and move forward with confidence.

MISSION

We guide companies and their leadership through the legal decisions that shape their operation, with technical expertise, strategic thinking and close advice.

VISION

To be a trusted legal partner, known for turning legal complexity into clear, strategic and actionable decisions.

04

KEY CONCEPTS

Five ideas, one direction.

01 / 05

←

→

01 — Clarity

Complexity, made clear.

[ concept 2 · precision ]

02 — Precision

Every detail defines the decision.

[ concept 3 · structure ]

03 — Structure

Solid decisions start with solid foundations.

[ concept 4 · confidence ]

04 — Confidence

Knowing where to move forward.

[ concept 5 · humanity ]

05 — Humanity

Behind every business, there are people.

04

KEY CONCEPTS · SCROLL →

Five ideas, one direction.

Five ideas, one direction.

Five ideas, one direction.

[ concept 1 · clarity ]

01 — Clarity

Complexity, made clear.

[ concept 2 · precision ]

02 — Precision

Every detail defines the decision.

[ concept 3 · structure ]

03 — Structure

Solid decisions start with solid foundations.

[ concept 4 · confidence ]

04 — Confidence

Knowing where to move forward.

[ concept 5 · humanity ]

05 — Humanity

Behind every business, there are people.

05

COLOR SYSTEM

Trust, sophistication, modern expertise.

Trust, sophistication, modern expertise.

Trust, sophistication, modern expertise.

Ж

RELIABLE BLUE

#00183D

Ж

DEMOCRATIC BLUE

#B9CEED

Ж

SPRING WOOD

#F9F6EE

Ж

VINTAGE WINE

#421D2D

Ж

DEEP FOREST GREEN

#1A2F28

Ж

CHARCOAL

#101111

RELIABLE BLUE

#00183D

DEMOCRATIC BLUE

#B9CEED

SPRING WOOD

#F9F6EE

VINTAGE WINE

#421D2D

DEEP FOREST GREEN

#1A2F28

CHARCOAL

#101111

06

TYPOGRAPHY

PRIMARY · AEONIK PRO

SECONDARY · INSTRUMENT SERIF

Instrument Serif

Instrument Serif

Instrument Serif

HEADLINE

Medium · Tracking −50 · Auto leading

SUBHEAD · LIGHT + SERIF ITALIC

07

GRAPHIC SYSTEM

A fine grid that brings order.

A fine grid that brings order.

A fine grid that brings order.

08

PHOTOGRAPHY

09

SOCIAL MEDIA STRATEGY

Who we talk to, what we talk about.

Who we talk to, what we talk about.

Who we talk to, what we talk about.

Build awareness and credibility with a clear digital presence — talking to the people who make legal decisions from their real needs, not from a list of services.

CONTENT PILLARS

01

LEGAL INSIGHT

Authority + education

Complex legal topics, translated into clear, practical information.

02

RISK & PREVENTION

Awareness + prevention

Red flags, common mistakes and “before you sign…” moments.

03

BUSINESS & LAW

Positioning + consideration

How legal decisions shape growth, operations and partnerships.

04

AREAS OF EXPERTISE

Consideration + conversion

Practice areas told through the real situations clients face.

05

THE PEOPLE BEHIND IT

Trust + connection

The team, their experience and their perspective.

SIX AUDIENCES

Business owners & executives

Partners & decision-makers

HR & administration

Entrepreneurs & professionals

Employees

Individuals & families

10

SOCIAL MEDIA · LOOK & FEEL

A feed that feels like counsel.

A feed that feels like counsel.

A feed that feels like counsel.

The lion icon works as the profile picture: Reliable Blue and Democratic Blue, recognizable at any size.

11

WHAT WE DELIVERED

From strategy to the feed.

From strategy to the feed.

From strategy to the feed.

Objective

Brand attributes

Key concepts

Purpose · mission · vision

Color system

Typography

Graphic system

Photography direction

Content pillars

Target audiences

Social templates

Profile icon

Story creatives

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