The gabor partners Brand Family: One Firm, Three Brands
The gabor partners Brand Family: One Firm, Three Brands
Three independent brands form the gabor partners brand family, sharing one common endorser. They comprise the umbrella brand of the boutique law firm, the specialist brand Gabor Fachanwalt IT and the target group brand erbrechtsmobil. Each brand has its own name, its own visual identity and its own website. Gabor Fachanwalt IT, erbrechtsmobil and gabor partners were developed by CRENEO, which has been supporting the firm since 2014.
Customer
Industry
Performance
Period
gabor partners
rechtsanwaltsgesellschaft
Legal services
Brand Positioning
Corporate Design
Corporate Website
Microsites
Motion Design
Social Media Strategy
since 2014
Umbrella brand
Specialist brands
Websites
Awards
Initial situation
Specialisation First, Then the Umbrella
The collaboration began with the law firm GABOR Rechtsanwalt. Its focus on IT law gave rise to the specialist brand Gabor Fachanwalt IT in 2022. erbrechtsmobil followed, a brand offering inheritance law advice on site for motorhome travellers. The umbrella brand came last, in 2023. For the newly founded boutique law firm gabor partners, CRENEO developed the corporate design and the corporate website.
This left a question at the end that usually comes at the beginning. Two brands already existed, each with its own target group and its own presence. How should they relate to the new umbrella brand?
Umbrella brand
Specialist brand
Target Group Brand
System
The gabor partners Brand Family: Three Roles, One Endorser
Within the gabor partners brand family, each brand has its own role. The umbrella brand brings together inheritance law, corporate law and IT law. Gabor Fachanwalt IT concentrates on a single field of law instead. erbrechtsmobil in turn addresses one specific target group: motorhome travellers planning their estate.
A fixed endorser governs the affiliation. Both specialist brands therefore carry the line „Eine Marke der gabor partners rechtsanwaltsgesellschaft“. Visually they nevertheless remain independent. Brand mark, colour palette and typography differ from brand to brand. In technical terms this is an endorsed brand model: the umbrella brand vouches for them without overriding them.
The brand mark of the umbrella brand carries this role as well. It shows a simplified form of the letters g and p. As an animated 3D figure it also conveys messages from all three fields of expertise.
Further development
New Topics, Existing Building Blocks
How well the structure holds is evident in day-to-day operations. AI law, for example, was added as a new field of law. Today it appears in two brands: in the umbrella brand and in Gabor Fachanwalt IT. Several microsites for individual fields of law and locations followed, among them the new Schwaikheim office opened in 2026. Each one picks up a specialist topic or a location, making the firm visible where people search locally and by subject. Visually they build on the existing building blocks of the brand family.
A social media strategy for Instagram and LinkedIn was added as well. The posts pick up the colour palette and formal language of the corporate design. News articles on current topics and rulings are also published on the website every month. The firm supplies the expertise behind social media and news, while CRENEO handles the execution.
Result
What gabor partners Can Do With This Today
The firm can grow today without starting over. A new field of law finds its place within the existing structure. The same applies to a new location or another target group. Each target group has its own point of entry, and the same firm stands behind all of them.
The Brand Family in Practice
erbrechtsmobil
Disciplines
Brand positioning
Corporate Design
Corporate Website
Microsites
Motion design
Social media
Similar initial situation?
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