OUR EXPERIENCE
We have unrivalled expertise and experience working with the world’s leading professional service firms to strengthen their brand reputation and ignite strategic growth.
3000+

Partner and leadership interviews

We know how to navigate the complexity of a large international professional services firm on the subject of branding

2000+

Client decision-maker interviews

We bring an immense knowledge bank on why and how decision-making clients choose firms to solve their ‘bet the company’ problems

100+

Professional service firm engagements

Brand is easy. Partnerships are hard. But we know how to make it work in the real world

25+

Years of experience

We’ve done the ‘10,000 hours’ to credibly call ourselves experienced — even experts at this work

Linklaters

One of the first international firms to invest leadership time and energy in law firm branding to create a globally unified brand.

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White & Case

Positioning White & Case as a global law firm with a distinctive ‘G20 flavour’ through powerful messaging and thought leadership.

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KPMG

Repositioning KPMG Management Consultants—the fastest growing division of one of the Big 4 professional service firms.

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Mayer Brown

Developing a new brand strategy for a distinctively global law firm, delivering excellence across four continents.

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PA Consulting

New purpose-led brand positioning for one of the world’s leading innovation and transformation consultancies.

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Baker McKenzie

Helping the pioneering firm, that invented the first 20th-century global law firm brand, reinvent it in the 21st.

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ABOUT US

We specialise in supercharging the brands of premium professional service firms.

We're specialists in a world of generalists.
 

Our sweet spot is helping leaders of premium professional service firms get their arms around their brand strategy— transforming it from a passive wrapper for services into an active engine for strategic growth.

 

Our work sets them up with a clear brand strategy that will power their marketing programmes for at least a decade and often much longer.

 

Brands are much more than logos – we work with our clients to define a brand platform that brings their strategy to life, defines their proposition, and inspires actions that change market perceptions and drive demand.

 

Premium professional service firms can be tough to navigate — but we know how — we’ve worked with hundreds of them. From huge, global organisations operating across every continent and every major economy, to boutiques operating from one location. 

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OUR INSIGHTS

How to use brand for transformation – not for decoration 

 

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Excellence is not a position

Most firms describe themselves in the same words. That isn't a failure of imagination. It's the predictable result of how partnerships agree.

The challenger brand model that suits professional services firms

Most professional service firms are specialists. They've simply agreed never to mention it.

“Yeah, That’s Us”: Finding the truth a firm can’t see about itself

Why a firm's greatest strength is often the thing it does so naturally, it has stopped noticing.

Two identical firms. One is three times as profitable. Why?

Firms with strong brands are two to three times as profitable as firms with similar capabilities, serving similar clients from similar locations, but with vanilla brands.

Kirkland & Ellis: The brand strategy behind the most profitable law firm in history

Kirkland did not stumble into dominance. It built it — one deliberate choice at a time.

Branding is easy. Partnerships are hard.

Branding should be simple. Define what you stand for, communicate it clearly, and live up to it. But in partnerships, it’s not.