How do you build a brand for one of Germany’s leading commercial law firms — with nearly 100 years of heritage and 60 independently minded partners — and make it feel both unified and future-facing?

Kümmerlein is part of the German Mittelstand elite: deeply rooted in the region, highly respected nationwide. But like many in its category, its external image was shaped by outdated clichés — distant stock photography, generic claims, and a tone that failed to reflect the sharpness and warmth clients experience every day.

The new identity for Kümmerlein challenges the conventions of legal branding — visually, verbally, and structurally. No clichés. No conference table stock shots. No legal metaphors. Instead: a focused brand experience shaped by strategy, language, and design — all aligned with a single promise: To make it simple, but significant.

At its center is a confident wordmark that distills the firm’s name to its essence. The final dot stands for clarity — in language, in structure, and in visual form. As a recurring element, it anchors the entire identity across all mediums. The “Simplicity Frame” acts as the conceptual backbone — a filter for what is seen and said. It defines the rhythm of the interface, the cadence of the copy, and the visual logic behind every design decision.

The imagery follows the same principle. No staged settings, no anonymous corridors — but real people, real spaces, and real light. Photography becomes more than decoration. It becomes a mirror of the brand: confident, approachable, and human.

A brand experience built for one of Germany’s most established business law firms — strategically precise, visually distinct, and clearly positioned for a new era.