Solubility is a unique specialist law firm offering clear solutions to complex legal questions around Intellectual Property and commercialization for the world’s new scientific and creative businesses. They needed a new Brand Identity to convey their unique skills to a specific group of companies working at the sharp end of new discoveries and ultimately set them apart as leaders in their field.

SML Design led the Brand Strategy with a ‘full circle’ interrogation of the company and its personnel to identify its core expertise and values. The intensive Strategy work gave us unique insights into Solubility that took us, along with our client, to a completely different solution and inspiring creative result not normally associated with a law firm.

The Brand had to resonate with their target audience at the cutting edge of technology, science, and creativity, from Australian companies to global enterprises. ‘Clear Solutions’ became our brand idea, informing the concept into the serene Circle identity to demonstrate Solubility’s intellectual rigor and professional abilities – ‘Clear thinking for clear solutions’, and their immersive approach to making the complex simple.

The website design expanded this concept further and was created to have an experiential
engagement for the user. This included an interactive background on the home page screen that plays on the idea of 'solubility' and animations of the Identity infographics representing the company services that describe their approach and expertise.

Solubility had a very successful event to launch the new Brand Identity and Website to their most valued clients. They have set a new benchmark in Australia in commercializing a client's intellectual property that is key to their success. Solubility now has a standout brand that they are proud of, with a distinctively different visual approach to set them apart in a competitive market.

Their clients operate in a wide variety of sectors and industries, and in size. Yet all share a common aim of seeking to commercialize a new way of doing something in complicated, scientific categories. Solubility feels genuinely privileged to be part of their efforts to make the world a better place.

The Project included: Brand Identity, Brand Strategy, Creative Strategy, Style guide, Stationery, Print Collateral, Digital Assets, Animation, Signage, Promotional Items, and Marketing materials.