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Shaping the next view…
SOART / Loading
Shaping the next view…
A contemporary legal identity built around equality, time and the confidence to act.
Visit Website01 / Brand idea
For ABS Law, we moved beyond familiar legal-sector codes and built a complete brand and digital product around equality, time and confidence.
01Equality
02Time
03Trust
04Clarity
02 / Story
Victoria, the Roman goddess of victory, is not used as ornament but as a symbol of resolve, direction and success in consequential moments.
Between the experience of the past and the needs of the future.
03 / Identity
The co-founders’ initials meet two triangular forms. One establishes the balance of equality; the other expresses time, movement and adaptation.
The result is an established but non-traditional signature that holds its character from small screens to formal legal documents.
04 / Colour system
Pantone 7535 C carries reliability, professionalism and prestige. Warm and cool greys are balanced with lavender and pale blue to create a corporate but human atmosphere.
#B7B09C#D7D2CB#BFB8AF#B6ADA5#D0D0CE#75787B#25282A#C5A3B8#C8D8E805 / Type & voice
Light weights establish calm authority in large statements; Roman weights keep legal detail readable. The voice is assured, direct and human — never theatrical, vague or intimidating.
06 / Brand world
07 / Digital product
The brand became a living product connecting research, calculation, pre-assessment, specialist discovery and appointment booking.
Formula, legal explanation and its own indexable page.
Expertise pathways structured around search intent.
Complex terms explained clearly and accurately.
Private rules-based guidance that runs in the browser.
08 / Inside the platform
Every module answers the same question: what does the user need to know and do next to move forward with confidence? The recordings below are taken from the live site.
01 — Calculation engines
From severance and notice pay to inheritance shares, alimony and attorney fees, every calculator runs on current legislation. The result explains each deduction line by line, then links on to the relevant legal guidance and to booking.
02 — Pre-assessment
Visitors pick a topic or describe it in their own words; a rules-based engine suggests the likely assessment, the relevant practice area and the right calculator. It all runs in the browser and nothing is sent anywhere.
03 — Booking
The calendar only opens available days; choosing a day reveals its slots, choosing a slot reveals the form, all on one screen. The 30-minute meeting is set up on Zoom or Google Meet, and a WhatsApp shortcut is always there for those who would rather not fill in a form.
04 — Content and search
Twenty practice areas, a legal glossary, guides and news: each at its own address, marked up with structured data and linked to the rest. A practice-area page brings its services, related calculators and FAQs together in one place.
05 — Atmosphere
Clock, sound and theme controls live in the top bar. The dark theme reinterprets the colour system, and the cinematic hero and scroll-driven story flow at the same rhythm in both modes.
09 / Mobile
The menu sits at the bottom of the screen, with WhatsApp and booking always a tap away. The cinematic desktop flow was rebuilt for mobile with vertical films and simple cards: the content was not shrunk, it was re-composed.
10 / Motion system
Dedicated desktop and mobile films, a sticky approach story, team film and short process loops work with GSAP and Lenis. Motion frames the content rather than covering it.
11 / Technology
Legal content ships in the initial HTML; every tool and expertise area has its own URL.
LegalService, WebApplication, FAQPage, BreadcrumbList, Person, Article.
Calculator smoke tests, snapshots and verified real-input cases.
12 / Outcome
Strategy, identity, colour, voice, film, content, calculation engines, booking, security and publishing now operate around one brand idea. ABS is distinguished not only by how it looks, but by how useful it is.
Credits