Travers Smith is a leading City of London law firm. I worked with them to deliver a comprehensive refresh of its existing brand.

At the heart of this project is a compelling new brand strategy and positioning. My view was that their USP stemmed from a combination of sector insight, enduring relationships and – crucially – skill in translating the complexities of law into practical, actionable advice which created genuine commercial opportunities. I called it ‘Enterprising Thinking’.

‘Enterprising Thinking’ is about viewing the world as an entrepreneur would, and I took the firm on an 18 month journey from strategy to delivery of a brand that was not only unique, but highly usable. With an internal team delivering upwards of 100 documents per month, the handover had to be watertight. The guidelines ensured that everyone in the firm was 100% about how it had to look, as well as why it looked that way.