Our Capabilities

Building a brand for technology and innovation

We provide branding advise and services to law firms, offering creative ways to sharpen their positioning, messages and image.

Why does this matter?
Beyond managing risk, general counsel and in-house teams are under increasing pressure to deliver more. Providing value for money, harnessing the power of technology and data, establishing new cost-effective ways of processing and resourcing matters. Delivering efficiency is here to stay. The business of law is now sitting at the same table as the practice of law.

No law firm can avoid not to recognise this. Certainly the Big Four and batch of heavily financed ALPS’s aren’t. Already they are making inroads into the tractional territory of law firms. This trend is set to continue. How law firms respond will influence their own future. How they communicate and engage with key audiences will shape their success.

Branding technology and innovation has never been so important.

Who we are

Small group of experts specialising in branding and design for law firms. Done this for the past 23 years. More and more we are helping firms brand their capabilities in the business of law. Sometime referred to as ‘innovation’, ‘new law’, ‘alternative legal or complementary legal service’, our focus is still the same. We aim to deepen levels of engagement by establishing a clear to understand and distinct brand for firms’ business of law capabilities.

Clients include

Baker McKenzie
CMS
Cognia Law
Harneys
KPMG
King & Spalding

Kirkland Ellis
Norton Rose Fullbright
Mishcon de Reya
Taylor Wessing
White & Case

How can we help

Firms are at different stage of their journey. Some have dedicated teams and brands, others are just starting out. No matter where you are, our services include:

Brand strategy

Defining or refreshing your positioning, proposition, messages, personality and brand architecture (structure and taxonomy) for your list of services, solutions and products.

Brand identity

Creating or refreshing the visual identity of your brand, and mix of services, solutions and products.

Brand implementation

Creating or refreshing (design, copy, production) your mix of online and offline applications.

Brand engagement

Creating or revitalising partner and client engagement plans using fresh content and media.

In Action

Following scenarios show how we can help whatever issues you face.

Over time, you’ve developed and expanded your capabilities; but awareness and understanding are not where you want it to be. You need to sharpen your positioning, narrative, messaging, brand strategy and identity, including how you structure and name your group of products, services and solutions and how you use design, copy and imagery to bring your refreshed story to life.

Your practice area or sector group has developed a new online tool to guide clients on new regulations or similar. You now want to bring it to market. Other groups have plans to create their own products. But the firm has no structure or framework for naming and visualising its products. Neither does it have brand identity, narrative and messaging for its new bundle of products, services and solutions.

You have a collection of existing capabilities, but levels of engagement between practice and sector groups and countries varies enormously. Greater commitment is required for revenue and client growth. Making sure partners fully understand your portfolio of capabilities, including how and when they can be deployed, and have the right tools to help them confidently tell your story, is key to opening up fruitful conversations.

Clients are inundated by claims and requests. You are not getting cut through with your own content. Telling your story persuasively and creatively using thought leadership is key to developing brand awareness and understanding.

What we think

We've produced a bank of content to help firms navigate branding challenges when it comes to packaging their tech solutions. Our latest publication is Joining the Journey: How firms branding their tech and innovation have progressed in 2020.

Download here

Related Insights Include:

Tools, tech and platforms: the 'new law'

How to develop partner engagement to ‘new law’

Click here to read →

Brand architecture: it’s no joke

How to develop a blueprint for naming and grouping products, services and solutions

Click here to read →

How ‘the other half’ brands tech

What can accountancy and law teach each other about branding tech and innovation?

Click here to read →

Using innovation to attract graduates

Graduates are embracing tech to up-skill and enhance their legal careers. No law firm can ignore this – but how can your firm attract them?

Click here to read →

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Our Capabilities

Building a brand for technology and innovation

Who we are

Clients include