8558 Group needed more than a cookie-cutter website and logo to showcase their extraordinary expertise in mediation and restructuring of over 10 billion dollars of debt. The rebranding also had to convey a strong feeling of hope in navigating the difficult road to resolution.
We designed an identity that is a visual expression of the words used to describe 8558’s approach to conflict resolution: cool, calm, wise, focussed, fair, and creative in point of view. We took a “slice” out of the middle of 8558 as a clever way to convey balance, focus, and the “middle” road, while at the same time doesn’t sacrifice legibility for its unique viewpoint. As a information-driven referral site rather than a lead-generation site, its focus is to confirm the Group’s expertise, elaborate on its experience, and tell the success stories of their impressive clients. We chose an intense blue, deep black and bright white for a serious, calm palette; the photo on the homepage expresses the confusion that many of the Group’s clients may feel in seeking mediation and then they are followed-up with a series of shots depicting the light at the end of the path. The navigation is simple and easy to use and copywriter David Chesnick kept the text to a minimum with elegant, expressive and engaging writing.
Our rebrand raised the image of 8558 Group to showcase their unique, high-level mediation skills, and provide an interactive calling card to inform and confirm the success that their knowledge, experience, and expertise delivers.