White & Case Rebrand

A really confident rebrand film for a global law firm that turns the most familiar thing about law, endless paperwork, into the brand's visual language. It opens on a wall of white document boxes that flip and shift to spell out the new typeface, build the ampersand monogram and roll into a striking new blue. It's a brilliant way to make a serif and a color feel dramatic. The second half moves into a fairly standard montage of the brand applied to posters, laptops, reports and an event stage, which is a lot less memorable than the opening.