ABOUT

The Challenge

Forbes was a firm with a rich 200-year legacy but a brand that wasn’t keeping pace with its national ambitions. Despite stellar client reviews and one of the broadest legal portfolios in the UK, their growth had stalled. The challenge? A brand that didn’t reflect their breadth, dynamism, or unique human-centered approach to law.

The Concept

Enter "Forbes. More Than Law." – a bold rebrand that shattered industry clichés and repositioned Forbes as a national force without losing their personal touch. Grounded in deep audience insights, we discovered that while legal expertise was expected, what truly mattered to clients was approachability, honesty, and a proactive, tailored service. Forbes already embodied these qualities—now, their brand did too.

Execution

We crafted a vibrant new identity with a compelling creative platform. The ‘orb’ became the visual anchor, symbolizing the ‘more’ that clients receive—more understanding, more clarity, more partnership. A refined, confident tone of voice balanced warmth with legal precision, while modernized visuals brought Forbes’ energy to life.

Results

The impact? A commercial and cultural transformation. Sales growth doubled from 7% to 14% YOY, smashing targets. Tender conversion rates soared for commercial contracts and with their newfound confidence, Forbes is now forecasting 20% YOY growth by 2026.
More than a rebrand, this was a revolution. Forbes isn’t just another law firm—they’re setting a new standard.

Forbes. More Than Law.