Wilson Dutra Innovation Law

Wilson Dutra Innovation Law is a fully digital IP law firm, specialising in patents and trademarks for ambitious and burgeoning entrepreneurs.

Mission: Transform the brand into a fun and approachable place to interact with intellectual property law in non-traditional ways. Create an engaging environment that both attracts and retains clientele looking to protect innovative ideas and branding.

Full brand refresh

A full refresh of the brand was needed to hit the goal of reaching like-minded, forward thinking clients. This was not only attained, but maintained for 6+ years of continuous work with the brand.

The brand was evolved to focus on three pillars of service; Patents, Trademarks, and Contracts. Each service was assigned a colour from the newly created and updated brand guidelines. Each service was also assigned a matching mascot to shepherd it’s message and bring life to what can otherwise be an obtuse topic.

These updates touched everything. Website, social media, internal and external documents, newsletters, comics, blogs, print and digital advertising, merchandising, clothing, you name it.

Through these changes the brand and business grew exponentially, and saw client satisfaction and retention boom.

Introducing the company mascots

Company mascots were introduced as a means of meeting potential clients where they were (be that the website, social media, or in advertising) and acting as visual guides to the three pillars of business in Wilson Dutra.

That being patents, trademarks, and IP contracts. They follow the newly established brand guidelines wherein each pillar is assigned a colour.

Thus was born… Patent Robot, Trademark Slime, and Contracts Paperclip.

A robot for the inventions, a slime for the amorphous brands, and a paperclip for the contracts, which he holds so securely.

A full website refresh

A full website refresh was in order to align with the new and evolving strategy. Ever-evolving, ever-improving, the website today is scattered with mascots playing and expressing their respective services.

Wilson Dutra’s c0-founders played a more significant role, featuring prominently on the home page, with bright, bold colours set to catch the eye and retain engagement.

As well as featuring updated colours, countless pages were designed, implemented, optimised for SEO, and maintained. This includes but is not limited to:

Services. These were broken out into their own pages, each heavily featuring it’s assigned brand colour and mascot.
A Showcase page was built to highlight successful client stories.
An Events page was built to feature and display photos from events attended by the company, with breakout pages to rank alongside relevant event searches online.
Risk Assessment quizzes were designed and built out to help potential clients understand where they might fall in their entrepreneurial journey before reaching out.
The Knowledge Base was created both to answer commonly asked questions and to be a beacon of SEO and inward linking. This features common IP questions broken down by category, with recommendations and cycling author highlights.

Website can be viewed here: https://www.wilsondutra.com

Getting on social media

To get the brand in front of a younger, often ambitious audience, we took to social media. Countless social posts were created with the goal of explaining intellectual property law with fun visuals and more universal language, as well as advertising new company initiatives and events.

Over the years there were multiple social campaigns, with posts sometimes being designed and posted 7 days a week. Some notable entries are:

Entrepreneur Tips: Carousel posts designed to inspire budding and current entrepreneurs with quick and visual ideas.
Tracking Change: Posts made to highlight positive change in marginalised communities throughout the world of intellectual property. This came about during 2020-2022, and was intended as a bright spark amongst an otherwise bleak reality.
Did You Know?: A series of quick knowledge points highlighting intellectual property.

Other posts included seasonal celebrations, memes, monthly thanks, team highlights, guides, newsletter highlights, and blog promotions, amongst many others.

An old face, made new

The original mascot existed as 4-5 separate chimera designs created by various artists. Upon introduction of the new mascots, the chimera was reduced to a single design, “Dill”, and given the role of appearing on celebratory company material such as new year’s cards and the 10 year anniversary logo.

Dill went through a design update over the years to fall more in line with the newer mascots and evolving company style.

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Internal brands & a sister company

We launched a handful of internal brand initiatives to put greater emphasis on campaigns or company aspects that needed or deserved the lift.

Some of these were featured across social, such as Tracking Change, while some were purely internal such as Legal Novices.

We also launched a sister company, LEGAL, with it’s own logo, branding, and mini website.

LEGAL is a collaboration of several law firms to focus exclusively on the entertainment sector.

Newsletters, oh newsletters

Two newsletters were created and sent out monthly, each with their own fully designed headers and the occasional fully designed document or attachment.

These were to better connect with clients and referral sources, bringing them closer to the brand while engaging them in the goings-on’s of Wilson Dutra and the greater IP world.

Blog headers galore

The Wilson Dutra blog is a place of intellectual curiosity and learning. Each blog carries it’s own uniquely designed header, often featuring a company mascot with their respective brand colour, immediately conveying the topic.

Events, events, events

To better extend reach and presence at in-person events, we created a multitude of booth backdrops, designs, and standees. Designed to catch the eye and stand out in a room of like-minded businesses, while also conveying the themes and practices Wilson Dutra is known and strives for.

Getting physical

Books, clothing, pens, blankets, stickers… If it’s fun, we made it. Giving tangible items to prospective or long-time clients made for even longer-lasting brand impact.

Making legal documents fun

All internal and external documents that carried the Wilson Dutra brand were updated to include the relevant colours and mascot. To take things a step further and better guide users, documents were fully designed from the ground up, featuring fun, unique and quirky takes on what can be seen as quite an obtuse topic. This elevated a standard interaction into one that’s fun and brings you closer to the brand.

I can’t show these here for legal reasons, but they follow the same design sense as the rest of the brand… They’re fun, trust me!