Protecting innovation. Enabling growth.

Insight

The existing brand felt conventional and institutional within a sector dominated by legal language, technical process and transactional relationships. Yet the reality of the business was very different. Vicki’s approach was clear, approachable and commercially focused, helping founders understand not just how to protect innovation, but how intellectual property supports long-term growth and value.

A key moment in the project came from a simple thought:

ideas can start anywhere, even on a beer mat.

That thinking became the foundation of the wider narrative, recognising that behind every successful business portfolio is often a small spark of innovation that simply needed the right guidance and protection to grow.

Story

We redefined the positioning of Strachan IP around clarity, confidence and innovation. The process included refining the Brand Doughnut, audience psychology, messaging hierarchy and verbal identity, alongside developing a more emotionally engaging narrative for intellectual property.

This led to the creation of the IDEA Framework:

Identify, Defend, Expand and Advise.

The framework transformed a complex professional service into a clear, memorable journey that helps founders understand how intellectual property evolves from early-stage innovation into valuable commercial assets.

At the centre of the brand sits a simple belief:

Innovation only fulfils its potential when it is clearly understood, properly protected and commercially aligned.

Engage

The strategy was translated into a complete identity system, including logo refinement, typography, colour palette, messaging, visual assets, website direction and implementation guidelines.

Alongside the core identity, we developed a bespoke spark/flower symbol used throughout the brand to represent imagination, ideas and innovation. Rather than functioning as the primary logo, the symbol became an expressive visual device that reinforces the journey from early inspiration to protected growth.

The project also included the creation of a structured client portal, supporting implementation across digital and print applications with clarity and consistency.

Clarity

The refreshed brand positions Strachan IP as a modern, human-led intellectual property practice focused on helping ambitious innovators make confident commercial decisions.

The result is a clearer, more distinctive identity that reflects both the expertise and personality behind the business, helping transform legal protection into strategic progress.

Strachan IP now speaks the language of the innovators it serves -- not the language of the law.

Insight Untangle your brand mastery

Story Product naming Process naming Website copy

Engagement Visual identity Visual properties Documentation Website creative direction