A fast growing international law firm, with big ambitions and an innovative culture and personality. But an identity that looked 25 years out of date.
The bright, playful identity totally reflects the culture of the firm. By taking a sideways look at the everyday and adding a shot of wit and imagination, the ordinary is seen in a new light.
25 years ago Eversheds was formed from a collection of smaller regional law firms in the UK. Since then, it has grown into one of the foremost international law firms, consistently winning awards and recognition for its work and culture worldwide. But it’s branding was very much 25 years old when we began the project. It simply didn’t reflect the innovative and colourful people who have made Eversheds a success. They needed an identity to express their unique way of looking at law, to set them apart from the drab, corporate competition and reinvigorate the internal culture.
We positioned Eversheds as a challenger brand in the legal sector and put innovation at the forefront of their strategy. The brand positioning ‘thinking without boundaries’ was used as the focal point for the creative idea, to reignite internal culture and encourage fresh young talent.
The brightest law firm in the world. Law is renowned for having a boring reputation. When you find a firm who break that mould you need an identity to match. Smart people who think differently. By taking a sideways look at the everyday and adding a colourful shot of wit and imagination, the revised identity expresses Eversheds’ unique point of view.
Internally the brand has been fully embraced. A staff competition to create additional image combinations yielded more than 200 images and a ‘brand zone’ intranet page has seen a huge spike in visitors. Externally the brand has given Eversheds the edge in a number of proposals, with one client deciding to choose them due to the new branding.
The vibrant and witty identity sets Eversheds apart from their, drab, corporate competitors and had engaged staff internally to have pride in the firm.