DSGNECHO
Laying the design foundation for a new-age law firm.
Client
Think Law
Type
Law Firm
Year
2021
Tags
Identity Design, Logo Design,
Digital Design, Visual Communication
The Project
Design Brief
The founder of Think Law, Advocate Tushar Ajinkya, connected with us in January 2021—just as the world was emerging from the pandemic. He shared his vision for launching a new-age law firm with a clear purpose at its core. We were genuinely excited—crafting identities for law firms has always been one of our core strengths.
We’ve worked with numerous law firms over the years, but this one brought something fresh—a research-driven approach rooted in strategic thinking, attention to detail, and personalized client service. These principles became the cornerstone of the Think Law identity.
From our very first conversation, the founder’s passion stood out. One phrase in particular, ‘networked thinking’—captured the essence of his vision and became the foundation for the brand.
Our Approach
We brought the firm’s vision to life with a wordmark logo that reflects its core principle—'networked thinking’. Interconnected lines bring this concept to life, while a colour palette balancing freshness with depth mirrors the firm’s forward-looking perspective.
As the collaboration progressed, the firm’s purpose became clear: guiding clients through complex legal, compliance, and regulatory landscapes. This inspired a design language of maze-like structures—symbols of both complexity and the firm’s ability to navigate it.
To support its multidisciplinary nature, each practice area—from Corporate Advisory to Digital Forensics and M&A—was assigned a distinct colour, creating clarity and cohesion across brand touchpoints.
The firm’s philosophy is anchored in three principles:
Together, these values define a thoughtful, well-rounded legal practice.
From stationery to digital, every brand touchpoint echoed the core design elements. We built a robust, CMS-powered website that allows the team to manage content with ease while maintaining visual consistency.
The design system extended into their email newsletters, structured around two distinct formats: In a Nutshell and The Right Turn. Each used the maze motif differently, offering flexibility within a unified brand framework. Colour and form helped shape their mastheads and reinforce the overall identity.
Once the brand launched, the response from the client’s network was overwhelmingly positive. They shared generous testimonials highlighting the impact and execution.
Since their launch in early 2021, the brand has played a key role in the firm’s rapid growth. It’s been rewarding to support their journey and see the identity scale alongside their success.