For our befriended agency Samenmetmax we helped Kennedy van der Laan, an Amsterdam based lawyers firm with enriching their brand identity. The basics were already in place but had been proven to be too limited and therefore difficult to build any communication assets with. In addition the current identity was not meeting some communication objectives. We identified the elements that were not in place or needed elaboration and more depth and made sure that each of them build towards reinforcing one consistent message; The art of capturing the essence. We curated a supporting color pallet, created typography standards and user-guidelines, a library of key-images, illustrations, image treatment guidelines, introduced a graphic element, redesigned the iconography, created print and screen use design-grids for communication. All the elements that are needed to build consistent brand and communication assets.