Based on the brand’s signature: “Future in Practice”, White developed a strategy based on the intelligence of tomorrow, promoting a futuristic way of celebrating Abreu Advogados’ anniversary. This was developed using an Artificial Intelligence platform, establishing itself as a law firm that wishes to follow a safe path for the present and future, reflected through its values.

The image that accompanies this milestone is inspired by the guiding principles of Abreu Advogados, a law firm that seeks to work for the future of society – humanism, knowledge, sustainability, independence, collaboration, diversity, energy, audacity, innovation, and transparency – assigning an AI-generated image to each of these values.

Based on the brand’s signature: “Future in Practice”, White developed a strategy based on the intelligence of tomorrow, promoting a futuristic way of celebrating Abreu Advogados’ anniversary. The creative agency was responsible for the Branding project and the attitude of this commemorative Brand universe, combining images generated by AI with Abreu Advogados Brand’s graphic universe.

“The future is made every day. A firm like Abreu Advogados, disruptive, innovative, and visionary deserves to celebrate its anniversary by transposing the future into the present. This is Abreu Advogados’ commitment, it has everything to do with the values fostered over the years and the ability to build connections between the past, present, and future. Our challenge, as an agency, was to represent these values innovatively, not only graphically, but also with the disruptive use of tomorrow’s tools.”, says Filipa Montalvão, Partner at White.

The idea was well received by Abreu Advogados. Inês Sequeira Mendes, Managing Partner at Abreu Advogados, states: “For thirty years, Abreu Advogados has viewed innovation as an essential element in the practice of law: we work every day to make a difference, we invest in training and research, we seek to anticipate trends and challenges and lead through the quality of our teams. When we started thinking about the best way to celebrate these first three decades, we considered it essential that the commemorative image and concept reflected, in all its aspects, our desire to always present solid solutions, as serious as they are current and efficient, to our customers and partners. Maintaining the energy and creativity of the first day, combined with the experience gained in each of our thirty years, is essential in a society like ours: increasingly digital and more open to the use of new technologies, but which does not neglect the centrality of people and the priority and investment in each one of them. The image created by White, developed using Artificial Intelligence, accurately reflects the message we want to convey and the values that guide our way of being and acting. I am sure that, thirty years from now, they will continue to be part of Abreu’s DNA”.

You can watch the video here.