Principia Consultants is the world's most experienced
branding and innovation consultancy
for professional service firms, specialising in advising
market-leading firms on brand strategy, messaging and identity.


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


White & Case

Positioning White & Case as a global law firm 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 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 legal brand in the 20th century to reinvent it in the 21st.


Professional services branding

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

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…

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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…

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1/8 How to think about… Brands

Brands are everywhere. The ‘art of branding' has developed and become more and more sophisticated over time as brands…

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