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Herbert Smith Freehills

A new brand, for a new global law firm born out of a significant merger


The Challenge

The merger of two leading law firms from different sides of the world - Herbert Smith and Freehills - demanded a brand that fitted the ambition of the new organisation. This was a big merger, attracting a lot of industry and press attention.

The Solution

Working across difficult time zones between Australia and the UK - with three parties involved - MSLGROUP agency SAS meticulously planned and delivered the project, including every single aspect of the brand from strategy to identity to a fully content managed global website, global advertising, internal engagement and graduate marketing campaign.

At the heart of the new brand is a powerful and simple idea - that Herbert Smith Freehills people "guide their clients through an increasingly complex, challenging and unpredictable world. They advise with clarity, originality and authority." They are "Perceptive" - this is the idea at the heart of the new brand. This core idea is expressed strongly in the logo and the brand imagery.


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