Yuzu is a refreshingly new approach to delivering managed legal services. They help businesses manage their costs while receiving an improved legal service and enjoying increased revenue through efficiencies. Yuzu implement a carefully structured outsourcing model; employing and managing the parts of an in-house team that focus on routine ‘business as usual’ legal work and helping to increase their effectiveness and focus. This enables GC’s to focus on the bigger and higher profile issues in their business which in turn, liberates them and means their contribution is more meaningful and more recognised.
We were tasked with creating a brand new identity for Yuzu. It is a distinctive name and a distinctive object – a yuzu is a citrus fruit from Japan that resembles a small grapefruit. The organisation is distinctive too; it needed to be obvious that Yuzu is in the business of law but is not another law firm or outsourcing company; they have a sparkling new model and point of view. This gave our creative team the perfect opportunity is to develop a graphic style that was distinct, memorable and communicated their character. The result is an identity which is fresh and welcoming, but also reassuring and confident.