Nixon Peabody

A large global law firm needed to respond to calls for change in the sector. We helped it stand out in a world where reputation means everything.

Nixon Peabody is a large global law firm that has been serving clients across a number of industries for decades. But like the entire legal industry, NP was hearing calls for change.

Clients were demanding dynamic thinking, innovation, energy and unparalleled levels of business savvy. NP needed a brand to showcase this.

In collaboration with attorneys and staff throughout the firm, we developed a brand strategy focused on providing maximum value to clients and creating a home for future talent. At the heart of this evolved approach lies NP’s commitment to being predictive and proactive, looking ahead in order to foresee obstacles.

As the idea took shape, the firm wanted a look and feel that emphasized its ambition. We created a visual and verbal identity system that’s bold and forward facing. The new ‘spark’ logo and bright colour palette represent the firm’s energy and spirit. The verbal brand revolves around brevity, optimism, and clarity. 

Internally, the new brand promise and identity ignited enthusiasm. The brand launch was covered broadly, and favourably, in the press. Today, the brand strategy flows through their interactions with clients, talent recruitment, operations, and of course, marketing and social media.

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