DISPELLING OUTDATED MISCONCEPTIONS
Bird & Bird is an international business law firm with offices in 21 locations throughout Europe and Asia. Despite its broad expertise, across seventeen practice areas and thirteen sectors, and its geographic reach, research revealed that the firm’s external image didn’t match that reality or how it wished to be perceived.
Bird & Bird needed both potential and existing clients to understand that that it was more than a boutique law firm specialising in Intellectual Property.
UNEARTHING THE TRUTH
In the highly competitive business law market, Bird & Bird needed to clearly differentiate themselves from their competitors and emphasise their breadth of offer, not just their depth.
Comparative positioning exercises revealed that unlike many law firms, Bird & Bird lawyers came from a variety of backgrounds and professions, with a reputation for being worldly-wise and business savvy. This insight provided the platform on which the new brand positioning and promise were formed, emphasising the firm’s broader service offering and deeper sector expertise.
Supporting values were defined to ensure the promise of ‘bright thinking, clear results’ became an intrinsic part of the firm’s culture and could evolve to meet the future expectations of both its people and its clients.
THE ART OF CONNECTIONS
A rich new visual and verbal identity was created. Acting like a visual mind-map, it was inspired by the breadth and depth of the firm’s capabilities, showing the many connections involved in a complex decision. The symbolic potential of the ampersand was fully exploited, supported by a distinctive copy writing style and graphic/pictorial language.
BRIGHT THINKING, CLEAR RESULTS
Through a series of one-to-one meetings the new brand and identity were unanimous approved by the leadership team, and launched to the firm’s top 250 partners at the firm’s annual retreat in Budapest. A programme of employee and client engagement was later created and implemented, raising awareness and understanding for the firm’s new strategic direction, and to begin the process of correcting the misconceptions.
Since the launch of the new brand in 2011, Bird & Bird have seen a 13% increase in revenue, which places them for the first time in the largest 100 law firms globally.
JUST SO WE ARE CLEAR
Not all of our experience has been gained as Robin.
So far, most of our stories, such as Bird & Bird, were achieved during our time at Brand Union and Wolff Olins, where between us we spent the best part of 30 years.