HM Partners (in Korean 행복마루) wanted to re-build their corporate identity to differentiate themselves from other law firms. Normally in law firm industry of Korea, there is a typical "look," somewhat conservative and strict. But we tried an "innovative one" which is remarkable compared to the existing competitors' ways. We developed BI kit, sales brochure, website and even a "new office" with different manners. Moreover, we coordinated collaboration between HM Partners and VITRA (a Swiss furniture company). VITRA offers brand-fit furniture at a discount aiming at target customers (law firm clients), and HM Partners gains brand reputation.