Principia is the world's most experiencedbrand consultancy specialising in professionalservices and law firm 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.

Building brands within brands

How should firms go about building brands within brands without causing internal chaos or external confusion?

Read More

The competitive advantage of brand experience

How professional service firms can build competitive advantage by studying how the best consumer brands are delivering…

Read More

Why brand architecture gives CMOs a headache

Brand architecture is market signposting. It helps clients navigate and make sense of a professional service firm's…

Read More