MUTABOR

The MUTABOR design agency has the desire to change, reflecting the meaning of its name. In addition to brand strategy consulting, the Hamburg-based creative team primarily focuses on digital innovation and on developing brand experiences that hold strong technical and visual relevance and have a lasting impact. The agency’s commitment to change is clearly evident in its concept for the virtual law firm web3lex. MUTABOR developed a brand presence for web3lex that incorporates the special features of Web3 in the design, and that uses elements such as AI-generated visuals to effectively demonstrate the extremely rich variety of the Web3 environment.

Interview with MUTABOR

Red Dot: The appearance of the virtual law firm web3lex is very different from a typical legal web presence. What qualities did you want to communicate visually?
MUTABOR: Web3 and its technologies, such as blockchains, NFTs, the metaverse and AI differ fundamentally from the traditional fields of legal advice – and it is a very progressive, colourful and creative world. Though legal advice is paramount in the Web3 world because much of the Web3 Eldorado is a grey area – yet worth billions. By invoking the progressive Web3 aesthetic and linking it to legal services, we have deliberately staged a “clash of cultures”. In the same way that our world is being changed by exponential innovation, legal advice will never be the same again.

A virtual law firm doesn’t work in the same way as a real one. Can you describe some of the services?
In addition to traditional legal consultations via Zoom, the virtual law firm offers a service that uses the advantages of Web3: virtuality, decentralised organisation and simultaneity. For example, clients and interested individuals can attend public town hall meetings in the lobby of the virtual law firm or meet with lawyers in virtual conference rooms one-on-one – for instance by purchasing NFT tokens, a typical Web3 asset.

What is the web3lex target group?
web3lex is geared to the legal departments of innovative companies, as well as to lawyers who wish to educate themselves or businesspeople and private individuals who want to clarify Web3-related issues.

How does a Web3 brand presence differ from a regular brand presence?
​​​​​​​It doesn’t differ fundamentally in terms of its strategic orientation. However, it does use completely different media and channels – for example, it involves the design of NFT tokens, virtual environments or the increased use of social media platforms such as Discord.