Mind the Meaning isn’t a typical legal service. Inspired by one of the world’s oldest trademarks—a rabbit used to mark authenticity during China’s Song Dynasty—the brand is a nod to history while making space for humor and personality.

The identity was designed to be both distinctive and approachable. Simple, memorable, and adaptable. Playful illustrations and candid photography were used to challenge industry conventions and highlight the people behind the work—making legal services feel more accessible and less rigid.

The result is a brand that’s not afraid to be clear, direct, and even a little unconventional. It’s a reminder that meaning and clarity don’t have to come at the expense of personality.