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‘Web’ archive

LOD – Rebrand

Thursday, November 12th, 2015

LOD Animated Brand Stop Motion Video from Design Friendship on Vimeo.

We first met Jonathan Brenner and Simon Harper, founders of LOD (Lawyers On Demand) back in 2011. At the time they were 3 years into their venture, Simon was still a partner at BLP and they had just brought on their first member of staff.

It’s not often that you hear the word ‘innovation’ associated with the legal industry, but in our initial conversations it became clear that innovation played a key role in Jonathan and Simon’s vision and of course the brand’s DNA.


In late 2014, seven years after the launch of Lawyers On Demand, LOD had successfully disrupted the legal landscape and carved out a new approach to practising law in the UK and beyond.

For several years there had been numerous discussions about the future of the brand, as Lawyers On Demand was now commonly referred to as LOD both by the internal teams and by its external clients. It was felt that LOD was a far better fit for the brand moving forward.


The new LOD mark (above) was chosen for it’s bold, iconic, symmetry that focused on the capitalised initials of the original brand name. Aesthetically we centred the mark around a customised letter ‘O’ to form two brackets which are widely use throughout the legal profession. The two halves of the ‘O’ icon represent the central role LOD plays in bringing two parties together… Lawyer & Client.



As we explored how the various branding elements would work together we began experimenting with different layout grids.

The idea was to marry the interconnecting lines of the Icon and grid system with the geometric blocks they created, resulting in an adaptable alphabet of unique shapes, patterns and graphics. This concept was a perfect way to show the creative and innovative nature of the LOD approach, the varied personalities and skill sets of the LOD lawyers, and the structured landscape of law.

We extended the grid system concept to the whole LOD mark as shown above, flat graphics and intersecting lines create personality, tactile shapes result in a rich, varied and exciting visual brand language.




One hundred individually hand cut blocks were crafted to form the next chapter of the LOD brand identity. After experimenting with materials in the prototype stage it was decided that the natural finish of red cedar wood, set against the brands existing grey background, struck the right balance between the previous identity and the potential of the new.

The individually shaped pieces represent the diverse roster of highly motivated and experienced freelance lawyers LOD offers to its growing client base.



LOD rebranded website, mobile & social media look & feel



LOD brand stationery & collateral



LOD brand press advertising

“At LOD we wanted to put good visual design at the heart of a new type of legal service. It has been a crucial part of our growth and for more than 3 years, Design Friendship have been great partners in developing our business vision from a design perspective”.

– Simon Harper, LOD Co-Founder

If you have a project that you’d like to discuss with Design Friendship please email us at: hello@designfriendship.com

Brompton Food Market – Branding

Wednesday, November 19th, 2014


When David Turcan and Luke Mackay popped into the Design Friendship studio for a quick chat, they were both on the verge of quitting their day jobs to embark on turning their dreams into a reality. The branding brief for their new venture Brompton Food Market was simply…

“We want to create the perfect food shop that we have long been looking for in London but never quite found. A haven for food lovers with a heady mix of top quality produce, immaculate service and style.”

“We see ourselves as an old fashioned grocers where nothing is too much trouble and the experience is as important as the quality of our produce.”

Our direction was to create a brand inspired by a bygone age, fused with a clean and contemporary aesthetic.


We created an identity inspired by South Kensington’s love affair with classic Georgian geometric mosiac styling. The shop masthead was based upon a traditional signwriting layout, the font Kessel was chosen for its Art Deco look and feel, which also has strong aesthetic ties to London’s Brompton Road area.








BFM Website


15-inch Apple MacBook Pro



Brand photography & art direction


We hope you like what you see! If you would like to find out more or you’re interested in working Design Friendship please feel free to drop us a line at hello@designfriendship.com


The art of letterheads

Tuesday, November 4th, 2014


In an age of emails, texts and tweets letter writing is sadly becoming a dying art form.

The crisp, clean canvas of the humble letterhead is gradually dropping down the list of a branding project deliverables, and I’m pretty sure before I retire, I’ll be recounting the days of old when a beautifully designed and printed Letterhead was something to be admired.

If you’ve every had to design a letterhead or even Ooo’d at a particularly nice one, then I think you’ll appreciate the following link. A lovingly put together collection of letterheads from the 1960s, great effort Frank Mulvey.

Not all progress is a good thing, but then again, I might just be stuck in the past on this one!

Olafur Eliasson does it again and again and again and again…

Tuesday, September 2nd, 2014

Ever since I stepped into The Weather Project at the Tate Modern all those years ago I’ve been in love with Olafur Eliasson’s work which has just been catalogued and unleashed onto the t’internet via his shiny new website.

The Model Room
Olafur Eliasson – The Model Room 2003

Eliasson is probably best known for his large-scale installation pieces that invite the viewer to wonder through and experience the work as their own pace. Eliasson new website is an extension of this approach, I spent pretty much my whole lunch break having a wonder around and didn’t even begin to scratch the surface. So please do your eyes a favour and check it out.

The River Bed
Olafur Eliasson – The River Bed 2014

While in Copenhagen the other weekend I was lucky enough to go and visit probably the most beautiful art gallery I’ve ever been too, The Louisiana Museum which also just so happens to be featuring a major Eliasson exhibition with a brand new installation piece – The River Bed.

The piece is so simple, graphic and peaceful. It makes you feel 6 years old all over again as you wonder through a series of interconnecting rooms that resemble the end scenes of Kubricks 2001 crossed with the Apollo moon landings. Each room connects via Alice in Wonderland break in the walls that allow the river to flow downstream as you go to discover what’s upstream.

Copenhagen has a lot to offer but getting to experience this new piece from Eliasson was a personal highlight.

The exhibition runs until 4th of January 2015 so if your in Copenhagen anytime soon definitely go and visit it.

This is the…

Wednesday, July 2nd, 2014


You might have noticed that the DF website is now linking through to our DF Blog, the reason being that we’re currently hatching new plans at DF HQ for a brand spanking new website which will hopefully be appearing soonish*!

The old site had served us well over the years but the landscape that is the th’internet, as my mum calls it, has changed completely and we couldn’t ignore it any longer. So the time has come for change, in the meantime we’ll try to post more regularly on the blog and share some of our new work when we get a spare 5 mins.

Please pop by from time to time and watch this space!

*Soonish is a technical term for…
“We’ve been trying to design our new website for the past 2 years, work keeps getting in the way and realistically it could be another 6 months until we’re done!”

Find a better work life balance

Tuesday, September 18th, 2012

Here is a shameless bit of self promotion for DF’s latest identity work. Life with Law is a series of free talks offering inspiration and ideas for living a good, happy and satisfying life (whilst practising law).

So if you’re a lawyer type who’s working too hard and finding it hard to enjoy enough ‘me’ time, then this is the event for you. I rest my case M’lord!

100 People with 100 Cameras

Sunday, January 15th, 2012

So we’re back and it’s finally the year Two Thousand and Twelve. To get us started I thought we should find something interesting about the year ahead to blog about, so as we trawl the t’internet on this Sunday afternoon I came across this little gem.

The 100 is a interesting photographic project from the people who brought you The disposable memory project. As The 100 team explain on their website “Over the course of 2012, we’ll be inviting 100 people to take part in an exercise which aims to capture the lives of people from the age of one to one hundred. We’ll be giving away disposable cameras to each person, and asking them to capture a week in their life. Over time, we’ll build up 100 photographic snapshots of people of every age, and share them via the project blog.”

Unfortunately my age has sadly already been taken but if you like the sound of it why not head over there and sign up! Regular updates on the project will be posted on the projects blog and I’m really looking forward to seeing how this plays out over the year. Enjoy!

Hipster Ipsum

Friday, October 7th, 2011

If you’re bored of using the standard Lorem Ipsum in your pitches then this little link might be just what your looking for. Hipster Ipsum above comes in two flavours and might just make laying out nonsense type that little bit more bearable!

However we’re thinking Tourettes Ipsum could be interesting addition, enjoy!

A to Z on the silver screen

Monday, July 11th, 2011

Obviously as a ‘graphical designer person’, technical terminology, I do love and admire a well designed title sequence in films. Ever since seeing those immortal words written in that simple blue typeface.. ‘A long time ago, in a galaxy far, far, away…’ I’ve always made note of those opening sequences that really made me sit up and take notice from the very first second. I’ve also always thought of myself as someone who was really into films, until today that is!

After coming across Steven Hill’s – Movie Title Screens Page, I realise that ‘really into’ has taken on a whole new meaning. Steven really really is into title screens with around 6615 posted on his site to date and so a massive congratulations has to go out to Steven because we love the amount of time and effort he has put into this site.

Below are a few of my personal favourites and if you find yourself with a spare few hours you should really check it out. Enjoy

Talk by Etienne Mineur

Tuesday, May 24th, 2011

DF went to a very interesting talk last night, courtesy of Wolff Olins, by crazy French digital designer/artist/programmer man Etienne Mineur. Eitenne, co-founder of Incandescence, took us through his archive of experimental projects for Issey Miyake that played around with different types of user interaction and audio/visual experience.

Eitenne is currently brewing up something very cool indeed, see picture above, that combines old school board games, the printed page and touch screen technology with the dark art of conductive inks.