Branding
State Solicitor’s Office Western Australia
The Brief
An independent brand identity
As the longest-serving legal office in Western Australia (WA), the State Solicitor’s Office (SSO) has played a vital role in advising the WA government. Established in 1883, the office marked a major milestone in 2021, becoming an independent Government sub-department. This independence brought with it a need to elevate their brand design and communications to the same level as their expert legal advice.
The Challenge
Forging a new path
Previous branding efforts had gained little traction without a clear strategic foundation. Before developing a new visual identity, it was important that SSO’s competitive strength and ethos be defined, so that we could create an identity that carried meaning and purpose. The new branding would convey the value the SSO brings – their professional expertise, the way they work, and their unique role inside the WA government.
The Solution
Uniquely Western Australian
Wills facilitated a brand workshop with the SSO working group to understand the history and reputation of the office, clarify the unique value they bring to their clients and the broader WA community. The agreed positioning – public law experts with a public sector ethos – now informs all their brand marketing and visual communications. Central to the new brand palette is the new ‘geomap’ logo and associated patterns which takes its inspiration from the WA map and the folds of an origami swan.
