Principia is the world's most experiencedbrand consultancy specialising in law firmand professional services branding strategy,messaging and identity.


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


White & Case

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



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


Taylor Wessing

Transforming Taylor Wessing into a modern, forward-thinking law firm brand focused on the industries of the future.


PA Consulting

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


Baker McKenzie

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


Professional services and law firm branding

Our ambition is simple.We use our unrivalled depth of knowledge and experience in professional services and law firm branding to give our clients competitive advantage; putting them at the cutting-edge of thinking and execution in the increasingly important and challenging task of defining and projecting a powerful and consistent brand to clients, prospects and recruits around the world.A track record of success developed over two decades has helped us build a reputation as the world’s leading advisors in the sector.Brand in professional services is, in the end, all about reputation, and reinforcing or growing a firm’s reputation matters more than ever in an increasingly global and digital economy where relationships are becoming more complex, diverse and multi-polar.

Brand differentiation. Why professional service firms need it to grow.

Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…

Read More

An American Law Firm in London

US-headquartered law firms are making significant headway in the London market. What are the branding issues?

Read More

Global Top 50 Law Firm Brands 2019

Kirkland and Latham retain their positions as the world's most valuable law firm brands closely followed by Skadden.

Read More