DMS Update

Strategic thinking In a deep-dive workshop we examined where the firm currently stands and where it wants to go. The next step was formulating a clear brand promise and the core values. This allowed us to clearly identify what the course should be and coin a new name: Cygnus Advocaten. Cygnus refers to the constellation and stands for orientation, steadfastness and evolution. Cygnus is Latin for swan, which is also a symbol of Bruges, the law firm’s home city. Powerful concept Cygnus Advocaten is a shining light in a legal sea of complexity. The law firm functions as a way finder, providing the clear advice and insight its clients need to set the right course to justice. We created a powerful concept visual to convey that idea: a lighthouse in the form of a chess piece that rises from the turbulent sea. The tagline – ‘Result-bound’ – emphasises the powerful, results-first mindset. Cross-media approach In our role of full-service communication partner we rolled out the rebranding across various media. We created a new website to spread the word about Cygnus Advocaten. Our designers compiled a complete house style guide and got to work on a corporate brochure, PowerPoint presentation and signage. All customers received a personal letter presenting the new name and our social media team hit Facebook and Instagram with the same message. “ The name and logo refer to the Cygnus constellation, which stands for orientation, steadfastness and evolution. CYGNUS ADVOCATEN 9