AJ Park has refreshed its branding to better reflect its services to clients, its people and the global intellectual property community.
The new branding includes a new logo, brand colour, website, visual elements, as well as an expression of what AJ Park really stands for. "How we work with our clients, people and associates, and celebrate their success is very important to us. We want AJ Park to be known for building great relationships with clients and being a vital part of their commercial success," said Pete Boyle, Chief Executive Officer.
"The new logo symbolises our renewed commitment to providing consistently superior client service and an even better place for our people to work," continues Boyle. "We have kept our name the centre of our new identity, because our name represents our heritage."
"The emphasis on a new brand reflects the brand values we live by so we can meet the diverse needs of our clients; global, vital, approachable, attentive and astute."
AJ Park's choice of the colour green stands out from the colours legal firms traditionally use and represents fresh thinking behind ideas and innovations.
The rebrand activities were lead by AJ Park's rebrand team and four New Zealand agencies. The visuals and logo were developed by brand agency Cato Partners, who worked closely with the partners and staff. Web design specialists Terabyte were chosen to rebuild the website. Blacksmith and ON-Brand Partners assisted in planning and supporting the internal launch.
The new website launches today and will seek to increase AJ Park's online presence and help to communicate with current as well as prospective clients.
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AJ Park acts for over a third of New Zealand's top 100 companies and almost half of the global Fortune 500 companies. Intellectual property in New Zealand, Australia and the Pacific region is their specialist area of practice.