Vaia Personalised legal services

Based on an off-the-shelf font, we modified the word Vaia to give it a new personality. The wedge serifs were carefully designed to give stability and add detail reminiscent to the classic typeface Copperplate Gothic with wider proportions. These proportions and the arched crossbars on the letter A give a sense of luxury and a timeless look.

The name Vaia originates from the word via — travelling through a route or passage. The letters used in the name Vaia itself proved to be a challenge due to their angular anatomy, however its meaning gave us a fresh look at how we can interpret this visually. We looked at the shapes trailing behind a moving boat which are called wake — these originate from the boat’s bow as they slowly open and disappear into the water. This informed the design of an intricate motif which found its place in Vaia’s different brand touch points, from the website to the business cards where the shapes take a more tactile form through debossing.

The brand is minimal and understated, and through the colour palette, the typography and the visual and verbal tone, the end result is sophisticated but informal yet contemporary while still relatable to the target audiences. Borrowing language from the same industry that Vaia serves, we proposed messaging that could be easily understood while positioning Vaia as a personal and approachable law firm.