Waterstone Law Group

Brand Discovery, Brand Strategy, Collateral, Communication Design, Identity, Logo Development, Marketing Communications, Website

It started with giving this law firm an actual name, not just a long list of partners' names.


Previously named Sliman Stander after the founding partners, the departure of Stander necessitated a new name for this well-established Fraser Valley law firm.

Now with six partners and a distinct desire to be different than the typical stuffy downtown law firm, the partners decided the new name would be just that: a name, not an ubiquitous and intimidating list of partner’s last names.


Imagine trying to get six lawyers to agree on anything. That was the first step. On their own they had no objective intervention to lead the way and harmonize the group and their previous efforts at a new name had failed. This is where the Industrial Brand discovery workshop made the greatest difference. From one session we were able to explore the firm’s emerging identity and get consensus on a number of critical points.

The name itself plays on soft and hard elements of nature: water and stone, flexible and solid. The logo does the same using a combination of elegant serfif typography that reflects a traditional, solid, and professional image combined with the soft, almost-whimsical effect of the blue water drop. The sum is a unique logo that perfectly captures the essence of this Fraser Valley law firm without alienating their clientele.


Bringing a brand to life doesn’t stop at the stationery package. Working with existing interior and exterior design, we integrated the new Waterstone logo into reception signage, interior design, and also a large-scale exterior application for their Chilliwack location. The website is based on a flexible and easy-to-maintain content management system (CMS), which allows the client direct access to their own content with little need to understand programming. It also allows the client to keep the site as current as possible so it can be used for recruiting new positions, announcing new hires, and promoting recent news. The net effect is an impressive and consistent brand impression, and highly polished yet accessible look and feel.

“Not only are we pleased with the outcome of our work with Industrial Brand, we continue to receive numerous compliments from clients and colleagues as to our choice of name and other branding elements.” – Waterstone Law Group

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