Future proofing Morae’s brand by embracing a world of constant change

Written by Nick Watmough

Morae Global Corporation – the global leader in digital and business solutions for the legal sector – has grown rapidly since it was founded in 2015.

While strengthening its presence in terms of its breadth and depth of service, this gave Morae a challenge from a brand perspective.

Given the quickening pace of change prevalent across the industry, they knew it was time for the company to not just react to change, but to embody it.

Morae approached The Croc to inject our trademark ‘Fierce Thinking’ into every aspect of a creative and digital rebrand that would not just change its outward face – but facilitate an internal philosophical shift across the whole company.

Leaning into change

To understand how a rebrand could help the new alignment of Morae’s services and solutions flourish in an industry evolving at pace, we had to widen our lens.

We took a forensic look at how other organisations – both in the legal industry and beyond – were approaching the idea of business transformation, and really got under the skin of what ‘change’ ultimately means.

The funny thing about change is that it’s never really complete. It’s a perpetual motion. One that ebbs and flows. It’s not a moment in time – it’s a continual journey.

Taking all this into account, we gave Morae a rebrand that pays homage to the legacy of the company’s origins, while simultaneously setting in motion a new, more human way of collaborating with its clients to continue changing legal together.

Redefining the Morae mission

Morae’s new brand needed to serve as more than just a fresh visual presence – it had to act as a catalyst for how the company would engage with new clients, existing clients and internally.

Using the company’s five core business pillars as the visual, tonal, and philosophical foundation for the rebrand, we produced a full suite of assets infused with the notion of perpetual change.

These comprise an entirely new logo and design system, brand guidelines, mission statement, brand characteristics, and tone of voice to help every employee within the organisation understand the new direction of travel and be an active part of that journey.

Bringing this to life externally, our digital teams worked in parallel with Morae to completely overhaul the company’s digital presence, delivering a full website redesign and migration.

Having launched the new brand in September 2022, Morae now has a springboard for clients and employees to collaborate in a more human way and make good on its goal of continually changing legal together.

The rebrand of Morae represents a crystallization — both internally and externally — of who we are and what we do. The brand also connects more personally with our clients, chiefly by building upon our strength in how we collaborate and work so well together as solution provider.

Shahzad Bashir, Chairman and CEO, Morae



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