From Acelera to Innova
The Innova project, the new innovation sub-brand of a centenary European law firm, was conceived to define its brand architecture and look & feel within the organization’s overall brand portfolio.
Rather than a redesign, the goal was to structure and apply a consistent visual identity aligned with the parent brand. The work focused on establishing a clear hierarchy, a distinctive color palette, and a versatile system of graphic resources adaptable to the various programs and initiatives within the ecosystem.
Legal firm and innovation ecosystem
Innova emerged as a natural evolution of Acelera, following years of growth and consolidation of open innovation projects. The new sub-brand integrates existing programs and units, with the aim of optimizing synergies and projecting a unified identity.
The firm required a visual structure that reflected this expansion while maintaining corporate coherence and reinforcing its institutional character.
From acceleration to integration
The project involved creating a monolithic sub-brand system in which all initiatives share the same visual foundation. The architecture positions Innova as the core brand, from which the different programs branch out, always accompanied by the firm’s institutional endorsement.
Visually, the system is defined by a geometric and three-dimensional language, using soft gradients, vector shapes, and subtle lighting to convey depth and modernity. The color palette is composed of blue tones, with darker and lighter gradations to create contrast, complemented by a range of neutrals and the firm’s corporate colors.
Coherence, clarity, consistency
The result is a rational and structured visual system, capable of supporting the brand’s expansion without losing clarity. Each element adheres to principles of hierarchy, legibility, and alignment with the core identity.
The project continues to evolve as new programs and initiatives are integrated, maintaining flexibility while preserving visual consistency and the institutional values of the organization.
A sincere appreciation goes to the teams involved for their trust, professionalism, and commitment throughout the entire process, which made the development of Innova possible under an exceptional collaborative environment.