The legal landscape is undergoing tremendous change with mergers and the leading law firms jostling to capitalise on the growth in Asia. Leading Australian firm Malleson Stephen Jaques recognised this and decided to combine with China’s leading law firm., King & wood to become the only global law firm with its HQ in China.
We worked with their strategic partner and internal design team (we play nice...) to create a truly unique brand campaign for a legal firm showing the benefit of their collaboratve approach.
The legal and business press raved: “London and New York beware, here comes KING & WOOD MALLESONS” – The Wall Street Journal. That year the Acritas Sharplegal Global Elite Brand Index ranked KWM number 16. Prior to the relaunch MSJ was not ranked in the top 50.
We followed it up with another brand campaign this time asking C-suite business people to re-think how they looked at their company's legal partnerships.