Brandbook

1. Brand Brief

Fundamental client data, current visual identity, services, and digital structure for Attorney-Mexico | WMP Legal.

Client Data

Current Visual Identity

Services & Practice Areas

1. Company Incorporation — Full legal setup for foreign entities establishing operations in Mexico.
2. Corporate Law — Corporate governance, compliance, restructuring, and shareholder agreements.
3. Employment Law — Labor compliance, employment contracts, termination, and dispute resolution.
4. Immigration Services — Work visas, temporary/permanent residency, and immigration compliance for expats.
5. Commercial Contracts — Drafting, negotiation, and enforcement of cross-border commercial agreements.
6. Real Estate Transactions — Property acquisition, due diligence, trust agreements (fideicomisos), and title review.
7. Tax & Regulatory Defense — Tax planning, regulatory compliance, and defense in administrative proceedings.
8. Claims Enforcement & Debt Collection — Litigation support, arbitration, and debt recovery for international clients.

Key Differentiators

• Bilingual (English/Spanish) — no language barriers for international clients.
• Deep expertise in cross-border legal matters specific to US-Mexico business.
• Full-service firm covering all legal needs for foreign companies in Mexico.
• Strategic location with understanding of both Mexican and international business law.

Website Structure

3. Archetype, Positioning & Buyer Persona

Primary Archetype: The Ruler

Attorney-Mexico fundamentally aligns with the Ruler archetype. The firm's reason for being is to provide authority, stability, and control in the complex landscape of Mexican law for international clients. It does not seek to be friendly or trendy — it seeks to be trusted, commanding, and the definitive legal authority for foreigners doing business in Mexico.

Secondary Archetype: The Sage

Attorney-Mexico also embodies the Sage archetype — not just enforcing law but educating and guiding international clients through the complexities of Mexican legal frameworks. The firm's content strategy and client consultations emphasize clarity, knowledge transfer, and demystification of Mexican law for foreigners.

Archetype Personification

Attorney-Mexico is the seasoned legal counsel who has seen every cross-border scenario. He speaks your language — literally and figuratively. When the regulations are confusing and the paperwork overwhelming, he cuts through the noise with decisive clarity. He doesn't just advise; he takes command of the legal process so you can focus on your business. His word carries weight because his track record proves it.

Unique Value Proposition (UVP)

"The only bilingual full-service law firm in Mexico built exclusively for international companies, foreign investors, and expats — combining authoritative legal counsel with cross-border expertise."

Positioning Statement

For international companies and foreign investors navigating Mexican legal systems, Attorney-Mexico is the bilingual law firm that provides authoritative, full-service legal counsel with transparent fixed-fee options, unlike global mega-firms (impersonal, premium pricing) or local Mexican firms (limited bilingual capacity, generalist focus), because our entire practice is designed around the unique needs of international clients in Mexico, combining deep local expertise with fluent cross-border communication.

Positioning Claim

"Your Attorney in Mexico" — Bilingual. Authoritative. Full-Service.

Buyer Persona #1: Sarah Mitchell — The International Business Director

Buyer Persona #2: Carlos Rivera — The Expat Entrepreneur

Mission

To be the definitive legal partner for international companies and individuals doing business in Mexico, providing authoritative, bilingual counsel that eliminates uncertainty and enables successful cross-border ventures.

Vision

To become the most trusted bilingual law firm for international business in Mexico — the first name foreign investors think of when they need legal guidance in Mexico.

Values

5. Logo System

The Attorney-Mexico | WMP Legal logo features a minimal justice-inspired symbol combined with the brand name. The mark represents balance, fairness, and legal authority with a modern, clean aesthetic.

Logo Versions

Clear Space

The minimum clear space equals 10% of the logo's total height on all sides. For the logo at standard size: approximately 25px minimum margin.

Minimum Sizes

Correct Usage ✅

• On light backgrounds: Use green or dark teal version.
• On dark backgrounds: Use gold or white version.
• Maintain the original aspect ratio at all times.
• Respect clear space (10% of height).
• Respect minimum size (120 px digital).

Incorrect Usage ❌

• Green logo on dark background — loses contrast and legibility.
• Distorting the aspect ratio — never stretch, compress, or deform.
• Applying effects or filters — no shadows, glows, gradients, or textures.
• Altering colors — use exclusively the provided versions.
• Modifying, rotating, or crossing out — no rotation, tilting, or flipping.

7. Tone of Voice & Copy

Attorney-Mexico expresses itself through 5 personality attributes emanating from the primary archetype (Ruler → Sage). Professional, authoritative, clear, trustworthy.

The 5 Personality Attributes

Tone Spectrum

Vocabulary: Words to SAY and Words to AVOID

Copy Examples by Channel

Website — Hero

Website — Hero Alternative

LinkedIn — Authority Post

Blog — Educational Tone

Email Marketing — Welcome Sequence

CTA System

Tone by Buyer Persona

11. Deep Competitive Analysis

Extended market benchmark, SWOT analysis, and trends in the Mexico legal services market for international clients.

11.1 SWOT Analysis

11.2 Extended Market Benchmark

11.3 Market Trends — Mexico Legal Services for International Clients

11.4 Differentiation Strategies (1-3 Years)

11.5 Brand Perception Map

Conclusion: Attorney-Mexico occupies the optimal quadrant: bilingual expertise + full service + fair pricing. No competitor combines all three factors.

13. Brand Story

Complete brand narrative centered on storytelling. Complements Section 3 (Manifesto) and Mission/Vision/Values.

The Hero's Journey

Brand Timeline

Storytelling by Buyer Persona

The Legal Partnership Narrative

Tone Versions

The Internal Promise

15. Logo Misuse Examples

Visual examples with the Attorney-Mexico logo. Correct ✅ and incorrect ❌ usage complementing the textual rules in Section 5.

17. Motion Design

Principles, durations, easing functions, and animation examples for Attorney-Mexico interfaces. Prioritizing performance and usability.

Motion Principles

Animation Timeline

Micro-interactions

Easing Functions

/* Standard ease-out */
--ease-out: cubic-bezier(0, 0, 0.2, 1);

/* Standard ease-in-out */
--ease-in-out: cubic-bezier(0.4, 0, 0.2, 1);

/* Emphasis / entrance */
--ease-emphasis: cubic-bezier(0.25, 0.8, 0.25, 1);

/* Fast exit */
--ease-exit: cubic-bezier(0.4, 0, 1, 1);

/* Linear (progress only) */
--ease-linear: linear;

:root {
  --duration-micro: 150ms;
  --duration-fast: 200ms;
  --duration-normal: 300ms;
  --duration-slow: 500ms;
  --duration-emphasis: 700ms;

  @media (prefers-reduced-motion: reduce) {
    *, *::before, *::after {
      animation-duration: 0.01ms !important;
      transition-duration: 0.01ms !important;
    }
  }
}

Example Keyframes

/* Fade In */
@keyframes fadeIn {
  from { opacity: 0; }
  to   { opacity: 1; }
}

/* Slide Up */
@keyframes slideUp {
  from {
    opacity: 0;
    transform: translateY(24px);
  }
  to {
    opacity: 1;
    transform: translateY(0);
  }
}

/* Scale In */
@keyframes scaleIn {
  from {
    opacity: 0;
    transform: scale(0.95);
  }
  to {
    opacity: 1;
    transform: scale(1);
  }
}

/* Shimmer (skeleton) */
@keyframes shimmer {
  0%   { background-position: 200% 0; }
  100% { background-position: -200% 0; }
}

Motion Rules