Olswang // Brand Management

We began our relationship with Olswang LLP in 2007, a leading law firm that had enjoyed years of success as a progressive and charismatic media and technology specialist.

But the firm was at a real crossroads; some significant corporate deals coupled with a growing international presence and the confidence to step up as a serious full-service player in the marketplace meant a real corporate identity crisis. The management team posed the question: How do we get taken seriously without losing our soul? Crucially, how do we retain our personality when we’re focusing so hard on growth?

Following a successful redesign of its visual identity, we helped the firm’s new vision supported by a confident new tone of voice. Everything from pitches and placemats to advertising, events and induction emails needed to deliver a clear new message to the market: a confident and credible firm that had moved beyond its creative industry routes into the realm of global business advice. In 2008 we became a retained supplier for all design services across business development, with Jamie White, our Creative Director, fulfilling the official role of Brand Director at Olswang, reporting directly to the firm’s Senior Partner.

One year on, our remit grew to developing the firm’s positioning in line with the Managing Partner’s new strategy. Over a period of six months, and across four European territories, our team worked with the full management board, a group of over 30 key clients and a panel of 20 industry experts to develop a positioning that remains at the heart of the firm-wide strategy today – Changing Business. At the same time, we managed an on-site stakeholder group to drive tangible improvements in brand equity comprising sector and service line champions at partner level, business services leaders and key members of the board.

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