Branding and digital presence

High-stakes decisions demand more than legal knowledge

A corporate law firm that needed to look like what it is — not just another face in the digital legal crowd.

Client: Fulber Advocacia & Consultoria — Curitiba/PR
Divisions: Dls/ Comunicação and Elleven Digital
Tags: Branding Visual identity Symbol Stationery Social media Corporate website UI/UX Design Corporate law
Scope: Brand, visual identity, applications and digital presence

Peça da marca Fulber: fundo preto com listras diagonais, a chamada “Amparo legal que te leva ao próximo nível” e, à direita, dois advogados de terno conferindo documentos em tom alaranjado.

The firm

Fulber Advocacia & Consultoria is a Curitiba law firm specialized in corporate, asset and business law. Led by founding partner Luiz Fulber (OAB/PR), it operates on a direct, ongoing service model — working as outside legal counsel for companies with annual revenues between R$ 4 million and R$ 70 million.

Corporate reorganization, succession planning, asset protection, real estate development, governance and strategic contracts make up a portfolio that crosses regulated markets — from real estate development to agribusiness, from technology to retail. And there is a signature that defines the house: diagnose before intervening.

Assinatura principal da Fulber — símbolo em laranja ao lado do nome FULBER e do descritivo Advocacia & Consultoria — e, ao lado, a versão em branco sobre o padrão de listras diagonais pretas.

The symbol

The symbol is born from three overlapping readings: the initial F, the paths and solutions the firm draws for each company, and the connection between them. The parallel lines that curve and meet are the literal drawing of that — rails that change direction without losing their course.

From the symbol's geometry comes the rest of the system: the same lines become a graphic pattern on the stationery, on the bag, behind social posts and at the top of the website. The palette is short on purpose — reddish orange, black, sand, gray and white — because in an industry where everyone sounds the same, contrast is what sets you apart.

A construção vetorial do símbolo da Fulber, com os nós visíveis: linhas paralelas que se curvam e se cruzam formando a letra F.

A paleta da Fulber em blocos: laranja avermelhado, preto, areia, cinza e branco.

“At Fulber, we combine technical rigor with a vision aligned to your business, turning complexity into clarity and risk into structure.”

Peça da marca Fulber em laranja: a estátua da Justiça ao fundo e a assinatura FULBER adv em branco atravessando toda a largura.

The challenge

The digital legal market is one of the most homogeneous there is: look-alike websites, generic language and the same promise of "tailor-made solutions". For a firm whose main asset is the relationship of trust and the partner's technical rigor, looking like just another face in the crowd is the greatest risk.

The challenge was twofold: translating into the digital environment the sophistication and authority of a premium firm, without falling into the industry's corporate cliché; and, at the same time, turning the website into a qualification engine — attracting the right client profile and leading it through a clear journey toward the diagnosis.

Peça da marca Fulber em fundo claro: advogado de terno cinza trabalhando, a chamada “Decisões jurídicas alinhadas ao seu negócio” e o símbolo desenhado em linhas laranja.

Sacola de algodão branca com o símbolo da Fulber em linhas laranja e a assinatura FULBER adv, no ombro de uma pessoa que caminha diante de uma parede corrugada.

Celular na mão exibindo o topo do site da Fulber: fundo laranja escuro, a chamada “Amparo legal que te leva ao próximo nível” e o botão Entre em contato.

Papelaria da Fulber em perspectiva sobre ripas de madeira: papel timbrado assinado, envelope laranja, envelope preto e cartões de visita nas versões laranja e branca.

Post da Fulber: foto de dois advogados conferindo documentos na metade de cima e, embaixo, a chamada “Amparo legal que te leva ao próximo nível” sobre o padrão preto e laranja.

Post da Fulber em fundo claro: advogado de terno cinza ao lado da chamada “Decisões jurídicas alinhadas ao seu negócio” e do símbolo em linhas laranja.

Post da Fulber em vermelho: mãos digitando em um notebook, com a assinatura FULBER adv e a frase “Rigor técnico. Visão estratégica.”

Capa de reels da Fulber em laranja: “Ter um CNPJ não garante que a marca é sua!” sobre o padrão de listras diagonais.

Capa de reels da Fulber: bloco laranja sobre fundo preto com o título “Acordo de Sócios” e a assinatura FULBER adv.

Pin de lapela da Fulber em esmalte laranja com o símbolo em prata, preso ao paletó de um terno escuro, ao lado de camisa azul-clara e gravata cinza.

The digital presence

The digital presence was built with editorial design and an architecture geared toward qualified conversion. The premium positioning became typography, rhythm and visual restraint that communicate authority from the very first scroll, moving the brand away from the industry's generic look.

The four-phase working method became the backbone of the page, with explicit deadlines and deliverables, turning an abstract promise into proof of rigor. The industries served got dedicated sections, qualifying visitors by market affinity. Navigation follows the user end to end, with replies within 1 business day and a direct WhatsApp channel; a technical blog sustains organic authority, a Google Tag Manager layer ensures conversion tracking, and the entire project complies with the LGPD, Brazil's data protection law.

Retrato de um advogado da Fulber, de terno azul-marinho e gravata laranja, sentado diante de uma estante de livros, com o símbolo da marca em linhas laranja sobreposto.

Três cartazes da Fulber aplicados em uma parede de concreto, com a luz do sol cortando a cena na diagonal: a assinatura, a chamada “Amparo legal” e a estátua da Justiça em laranja.

“It felt like they were reading my mind.

I have always been very well looked after by Elleven. From the creation of my logo to the structuring of my website, everything they presented matched exactly what I had in mind. I live in another state, every meeting was held online and, even so, they managed to capture the essence of everything I wanted. We will certainly continue in a very long-lasting partnership!”

Luiz Henrique Lemos Partner at Fulber