LESAYRA, playing law differently
Following successful careers in prestigious international law firms, three lawyers decided to embark on a business venture which culminated in a law firm specialising in Corporate Law/Mergers & Acquisitions and Banking & Finance Law.
With a solid foundation of collaborators and an in-depth knowledge of law, they decided to offer the market a closer and more accessible proposal, which could even be described as fun.
- A proposal which clearly distances itself from the general tone of other law firms.
- Build a recognisable aesthetic with its own distinctive imagery.
- Project the brand’s disruptive, authentic, and distinctly vibrant personality.
If the global pandemic has shown us anything, it is that we are undergoing a time of change. The health crisis has led us to rethink everything; what up until a few months ago we took for granted and what we knew to be sure are now under review. Lesayra believes there to be a different way to provide legal advice – a more humanistic and disruptive approach, one with which the shackles are removed, thus laying way for more creative and excellent solutions.
The name itself is a declaration of intentions, a spin-off in Spanish (free translation) of “Le Ça Ira”, the song from the French Revolution. The desire to change the world in a big way. To leave the Ancien Régime behind with a song of happiness. A time in which the flame of enlightenment breaks through. To think outside the box.
Cognitive science generally represents the flow of time by placing the past on the left and the future on the right. By placing the past before the future, change arises. This turning point has a great effect on the result, the seemingly harmless becomes commonplace, and is firmly established as the model to be followed.
In the case of Lesayra, we believe them to be an engine of change, therefore it is a straight line, since it contains an infinite number of points (of small changes) that section the word with past and future.
We used a Geomanist sans-serif typeface, which has a geometric base (pure, clean, perfect shapes). This choice distances us from the usual rigidity and coldness of typical sans-serif typefaces, with the contribution of values linked to professionalism, solidity, and solvency, which we are interested in highlighting. The chromatic palette used contrasts a vibrant, creative colour which gives movement to the composition, against a more hieratic one which confers confidence and security.