Giving the legal sector’s leader in digital and business solutions a new brand identity to ride the constant wave of change across the industry






When the pace of change ratchets up a few notches you have two choices: either lean further into it, or face being left behind.

Morae approached The Croc to inject our trademark ‘Fierce Thinking’ into every aspect of a creative and digital rebrand that would not just help them react to change, but to embody it.

We looked 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.

Threading the idea of perpetual change through the company’s five core business pillars, we delivered a rebrand consisting of a complete website overhaul and full suite of supporting assets.

With an entirely new logo and design system, brand guidelines, mission statement, brand characteristics and tone of voice, every employee within the organisation can now collaborate in a more human way and be an active part of Morae’s forward journey.

Morae brand blog image 4

“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




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