AL Legal

In 2023, two seasoned lawyers founded a next-generation firm, Anischenko Laptev (AL Legal). Their goal: to offer Belarusian and international clients top-tier legal services tailored to the demands of the modern world. Motivated by changes in the legal market, the founders amicably departed from a renowned international firm to operate independently while upholding the highest professional standards.

The new legal firm brings together over 20 years of professional experience, international standards, expertise in ESG, a deep understanding of the local market, and a team of seasoned specialists with global qualifications and recognition.

• Conducting market, competitor, consumer, and trend research.
• Developing positioning that reflects the firm’s values, mission, and unique approach.
• Designing an identity that emphasizes professionalism, modernity, and local relevance.
• Branding materials to ensure cohesive communication.

Market research and audience insights revealed that reputation is the primary factor for clients in Belarus when selecting legal partners. The founders of Anischenko Laptev already had established names and professional acclaim, providing a solid foundation for the brand.

The new firm’s additional strengths — its technological approach to legal services, international team experience, focus on ethical values, and deep local market knowledge—needed to be highlighted. This would help position Anischenko Laptev as a transformative force in the Belarusian legal market, merging international standards with meticulous attention to detail.

The positioning "Global Vision. BYLF Decision" emphasizes a strategic perspective on legal services, combining global approaches with local expertise. BYLF (Belarusian Legal Firm) is more than just an acronym — it’s a conceptual framework that establishes a new category in the Belarusian legal industry. It symbolizes the transformation of the legal market, prioritizing modern values, international standards, and long-term partnerships.

The identity revolves around a clean, sans-serif typeface with sharp, precise lines, reinforcing a minimalist and straightforward visual language. The deliberate separation of words adds rhythm and uniqueness to the design. 

The clean lines and balanced forms highlight professionalism, stability, and dynamism.

The brand’s palette includes two core colors. A vibrant lime green symbolizes growth, development, energy, and an eco-conscious approach. A deep green conveys solidity, confidence, and trust, evoking the forests and natural beauty of Belarus. This palette strikes a balance between strict professionalism and openness, reflecting the firm’s values. Additionally, the distinctive palette sets Anischenko Laptev apart from other legal firms, which often rely on blue tones.

Fabula Branding extended the identity across promotional materials, print collateral, and other branded assets. The result is a perception of Anischenko Laptev (AL Legal) as a modern, expert, systematic, and ethical legal firm.

The comprehensive branding effort ensures that AL Legal stands out as a firm that combines local expertise with a global perspective, offering a fresh vision for the legal industry in Belarus and beyond.