How a legal alliance became a focused legal brand.
For many years, Nabarro (UK), GSK Stockman + Kollegen (Germany), Nunziante Magrone (Italy), Roca Junyent (Spain) and, recently, Lefèvre Pelletier & associés (France) have formed one of Europe’s major legal alliances. Each is recognised as a leading firm in its own jurisdiction and, between them, have more than 980 lawyers, based in 31 offices in Europe, Asia, Middle East and North Africa.
With a view to creating a more focused, higher profile European presence, StrategicFusion was commissioned to help create a new, more cohesive alliance brand.
Consultation both with the founding partners and their clients led to a new brand ‘Essence’ - service positioning & proposition; vision & values; image, personality & tone - and creation of Broadlaw Group, a name that reflects not only breadth, but depth and strength of capability.
Simplicity and strength are reflected through the visual identity - a ‘reflection’ line that indicates how the new brand mirrors those clients’ needs that research had revealed Broadlaw Group must meet: ‘A genuine, close-knit alliance of national experts’.