Branding for law firms: Borges & Filpi Advocacia

Borges & Filpi works at the intersection of environmental, real estate and cultural law and the startup and innovation ecosystem. The cases carry emotional weight: fear of losing assets built over a lifetime, anxiety about bureaucracy and memories of unresolved legal experiences.

The legal market rewards firms that present themselves through technical specialization or business insight. Without a defined position, the firm risked being seen as another traditional practice, competing on price while its integrated understanding of each case went unnoticed by decision-makers.

The task was to give public expression to a practice already present in the firm’s everyday work.

The brand strategy consultancy studied Brazil’s legal market and the behavior of people seeking lawyers for these kinds of cases. That work led to the central concept: vernacular intelligence, the ability to absorb complex technical matters and explain them naturally, as you would over coffee.

The positioning took shape as “Law rooted in Brazil,” expressed in the concept tagline “For our land, with the whole picture in view.” The client experience was organized around the idea of a Welcoming Home, supported by three attributes: Amplifying (listening, translating and giving strength to each client’s story), Guiding (anticipating scenarios and preserving freedom of choice) and Close (building relationships that last).

That position began guiding every decision, from the cases the firm accepts to the way it communicates difficult news.

The visual identity took inspiration from Roberto Burle Marx, who translated the country’s soul into design. He brought nature and landscape architecture together long before the world talked about green infrastructure, turning landscapes into art that celebrates Brazilian culture. Just as Burle Marx created ecosystems that could sustain themselves, Borges & Filpi practices a form of law with lasting foundations: pride in its roots, a sincere welcome, knowledge that delivers results and respect for the natural world around us.

His work brought geometric shapes together with the lightness and flow of organic curves. That balance became the starting point for the system.

The firm’s name is its central asset. A strong sans-serif typeface communicates seriousness and presence. Custom cuts in the G and L introduce movement, directly referencing Burle Marx’s curves and the creative freedom the brand stands for.

The references come from Brazilian modernism, from Niemeyer to Lina Bo Bardi, Athos Bulcão and Aloisio Magalhães: clean geometry and typography, broad areas of color, contrasts between solid and open space, and organic curves crossing the grid. The palette draws from Brazil’s landscape: deep forest green, the terracotta of earth and coastal sand.

The visual identity of Borges & Filpi brings together the formality law requires and a distinctly Brazilian character.