Principia specialises in advising the world’smost prestigious international professional service firmson brand strategy, messaging and identity.

Linklaters


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.

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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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Professional services branding


Our ambition is simple.We use our unrivalled experience in professional services branding to give our clients competitive advantage in projectinga powerful and distinctive brand to clients, prospects and recruits around the world.

Brand Strategy


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

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Brand Messaging


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

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Visual Identity


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

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Insights

New York. If you can make it there

The role of ‘successful in New York’ matters far more in terms of brand perception for top international law firms than…

Big Law

Transatlantic mega-mergers are challenging the existing international elite of law firm brands. The next decade will…

An American law firm in London

Even after more than two decades in London no major US law firm has broken through in terms of market share and…