As Freshfields’ lead agency and brand guardian, we were commissioned in 2016 to conduct its global rebrand. We aimed to differentiate the firm from its peers in a crowded marketplace, protect and grow its international reputation. And ultimately reposition it as an innovative firm with an unrivalled history of helping the world’s biggest organisations solve their most complex legal challenges.
Working closely with its global marketing team and Conran-managed in-house studio, we developed Freshfields’ new strategic positioning. Focused on ‘confidence’, it illuminates the advantage it delivers to its world-class clients. Featuring bold visuals and strong copy, it was brought to life through a powerful multi-channel campaign, with an extensive toolkit of assets and guidelines to support the global rollout.
Our work has transformed Freshfields’ presence, delivering cutting-edge resonance with a powerful future focus. Key communications achieved widespread impact, including the Global Antitrust Report referenced by the UK Prime Minister. And the trusted relationship we’ve forged with Freshfields’ in-house studio has ensured a consistent, effective and efficient rollout, achieving a 40% annual saving in agency spend.