Martínez has positioned himself as a true agent of change in the legal sector in Colombia and beyond. The firm emerged after spinning off from DLA Piper (one of the most important global law firms), a bold move that meant more than a name change; it represented an evolution in the way of conceiving law. The firm not only recruited some of Colombia's most promising legal talent, but also committed to breaking with the old ways that have dominated law for years. Martínez is distinguished by its unique approach to combining legal practice with principles of innovation and sustainability, making a difference in every case it handles and every conversation it inspires.
The legal sector, especially in Colombia and Spain, has been characterized by a strong resistance to change, with firms perpetuating outdated business models that often fail to respond to current client needs and new market dynamics. In expanding into Spain, Martinez not only faced the task of establishing its presence, but also differentiating itself in an environment saturated by tradition and conservatism. This challenge was monumental, considering the deep roots and respect for heritage in European firms, which made it essential for Martinez to not only enter the market, but to do so with a proposal that would shake the foundations of established practices.
In response to this scenario, Martinez adopted a branding strategy that radically departed from the traditional. The choice of yellow as the main color of its palette was no accident; it symbolizes light, clarity and innovation, and is representative of the fresh and energetic approach that the firm wants to project. The Orca Sans typeface was chosen to complement this vision, offering an image that is both modern and approachable, one that speaks of both seriousness and accessibility. At the communications level, Martinez cultivates a tone of voice that is inspiring and challenging, indicative of his mission to reform not only the practice but also the perception of law. Her message goes beyond legal service; it is a call to reflection and action for clients and colleagues alike.
With this expansion, we seek to provide content that not only informs about the firm, but also conveys its philosophy and vision clearly and effectively.