Professional services branding & law firm brandingfor many of the world's most prestigious international firms


One of the first international law firms to invest leadership time and energy into creating a strong and unified global brand that has stood the test of time.


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

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Principia Brand Consultants specialise in advising the world’smost prestigious international professional service firms on brandstrategy, messaging and identity.

Brand Strategy

Compelling brand positioning strategies and innovative market narratives based on partner engagement and robust client research.


Brand Messaging

Powerful brand messaging strategies that drive business development and comms programmes internally and externally.


Visual Identity

Clear and compelling brand identities that support the projection of the firm’s brand image and client experience in the market.


Branding consultants with experience of working alongside someof the biggest firms

4/8 How to think about… Differentiation

Nurturing brand differentiation in professional services is a critical but subtle business. The key is to separate…

3/8 How to think about… Tone of Voice

It's not just what you say, it's how you say it. Tone of voice is the yin to the yang of key messages when it comes to…

2/8 How to think about… Key Messages

From philosophy to business, if you want to communicate your brand story in a way that cuts through the clutter, key…