Visual identity presented: Tom presented the full brand direction including logo, colour palette, typography, and imagery approach. Rory’s immediate reaction was strong and positive.

The 45-degree motif: The angular design language — inspired by architectural grammar, bridges, and the Build/Embed methodology — was well received. Rory compared it to Formula 1 branding in terms of energy and precision.

The F lockup: The F letterform functioning as a standalone brand shape was highlighted as a distinctive asset. The negative space within the shape was identified as a recurring element to use across applications.

Colour: Burgundy + eggshell confirmed as the primary palette. Dark blue and dark green were explored but rejected. Sky blue flagged as a compelling accent against the burgundy in photography.

Typography: Grotesque display font chosen to deliberately contrast the serif-heavy norm of law firm branding. Simple, clean body font to sit underneath it.

Imagery: Architectural close-ups shot at 45-degree angles — ties the photographic system to the brand motif and avoids the staged headshot aesthetic Rory dislikes. Duotone maroon overlays discussed as a future option.

Verbal identity: ‘Legal infrastructure’ landed well as the core positioning concept — cleaner than explaining fractional general counsel. Tone confirmed as human, transparent, process-led. Avoid clichés.

Collateral requirements: Rory confirmed he wants the brand to live inside every document — engagement letters, contracts, brochures. Priority collateral list agreed.

Direction confirmed: Rory reacted positively overall — likes the momentum, the F letterform, the burgundy palette, and the eggshell transposition. Compared the angular direction to Formula 1 branding.

Logo concept: Angular 45-degree motif as core design language — inspired by architectural grammar, bridges, and the Build/Embed methodology. The F letterform doubles as a standalone brand shape. Negative space within the shape becomes a recurring brand element.

Colour palette: Burgundy + eggshell/off-white as the primary pairing. Dark blue and dark green explored but rejected. Sky blue noted as a strong accent in imagery.

Typography: Grotesque custom/paid display font with a simple body font — deliberate contrast to the serif-heavy law firm norm.

Imagery: Architectural close-ups at 45-degree angles, tying photography to the brand motif without relying on headshots. Duotone overlays (maroon) flagged as a next-phase option.

FGC acronym: Treated as an intentional blank-slate — can flex meaning by campaign or context.

Collateral priorities agreed: Email signatures, business cards and stickers, engagement letter template, Build/Embed method brochures (PDF), approximately 5 social posts, LinkedIn banner.

Brand in documents: Rory wants fonts and brand style woven into engagement letters and contracts — the brand should live in everything the business produces.

Business overview: FGC (Fraction GC) is a fractional general counsel business offering tech-enabled, process-driven legal services for businesses in Jersey and internationally. Rory sees a first-mover advantage in AI-enabled legal services — no tech-focused competitors in Jersey, and limited competition in UAE.

UAE expansion: Potential company incorporation in Ra’s al Khaimah — full concierge service with English-speaking support, £4,000 all-in. Already has a UAE client ready to bring work once the entity is established. Website copy needs to reflect global positioning rather than Jersey-only focus.

Competitors and positioning: Bird & Bird cited as aspirational global comparator. No fractional GC competitors in Jersey — an awareness problem rather than a competitive one. Wants to be positioned as a trusted advisor with tech-forward execution, not compared to any Jersey law firm.

Brand personality: Six words: enthusiasm, energy, vibrancy, pioneering, forward-thinking, pathfinder. Restaurant analogy: Hawksmoor. Fruit analogy: cherry — the colour, and something that explodes in your mouth.

What legal websites get wrong: Too corporate, too much jargon, meaningless phrases like 'global professional services firm'. FGC wants client-focused, plain-English communication that leads with process and outcome.

What to avoid visually: Blue, corporate navy, neon tech colours, staged headshots, anything that could be mistaken for a Jersey law firm.

Clean break: Full clean break from the existing brand — current site doesn't reflect the direction FGC is heading.

Visual direction: Editorial, minimalist. Avoid blue (overused by law firms), corporate navy, and high-contrast neon. Monotone palette with strong serif or editorial typography as the foundation. Illustration preferred over photography.

Feel and personality: Hawksmoor — premium, makes you feel looked after, high quality with warmth. Visitor feelings on landing: Clarity, Impressed, Tech-enabled. Words to avoid: confused, cheap, another law firm.

Tone of voice: Human, transparent, process-led. No corporate jargon. No 'joined up thinking' or 'team of experts'. Lead with client benefit of AI/tech, not the technology itself.

Positioning: Legal infrastructure builders. First-mover advantage in AI-enabled fractional GC services. Assess → Route → Deliver → Improve as the four-stage service framework.

Social: LinkedIn primary focus. Content to position FGC as thought leader in AI-enabled legal services.