Fellow is  law firm that works as in-house team for their clients. Focused on helping startups and taking care of their legal work. They help funders with a connection to San Francisco navigate fundraising, growth, expansion, immigration, or day-to-day corporate issues with seamless, tech-enabled legal support. Fellow is focused on delivering qualified, transparent, and founder-friendly counsel.

Fellow approached us as a blank slate, with nothing but a name. Our challenge was to build a brand identity from the ground up that captured the firm's core mission: fostering growth within the unique landscape of San Francisco.

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During our collaborative workshops, we deliberately moved away from overused industry clichés. We avoided literal legal symbols like scales of justice, as well as exhausted city landmarks like the Golden Gate Bridge, Fellow was supposed to look "young and snappy".

We looked for a metaphor that bridged the gap between the city’s identity and the client’s service. This led us to the staircase motif. It represents cleints in the step-by-step ascent of a startup’s growth and it pays homage to San Francisco’s iconic, colorful public stairways.

Because Fellow operates without an internal creative department, the branding needed to be as functional as it is representative. We prioritized a clean, minimalist aesthetic that is easy to manage without professional design software.

To ensure long-term brand integrity, we delivered a set of comprehensive visual guidelines. These instructions act as a roadmap for the team, ensuring that even a layman can produce consistent, professional materials. The result is a brand that feels premium and established, yet remains effortlessly "user-friendly" for the client.