New Zealand’s top commercial law firm, Russell McVeagh, approached Principals to address a lag in perception about the business. The firm, which was formed in 1863, had a legacy brand that didn’t reflect it’s truly contemporary nature. The project would need to be highly consultative, involving insights from their Auckland and Wellington offices, and led by a steering committee comprised of Board members, partnership and senior management.
Staff and market insights re-affirmed the firm’s commitment to evolve with the times and the needs of its clients. Visually, the firm was synonymous with its black logo but the strength and stature of the firm was tempered with genuine collegiality, fresh thinking, energy and collaboration of ideas within the partnership, clients and staff.
Through discovery, insights, brand strategy and internal brand engagement steps, Principals has helped the firm to bring about meaningful change. The outward facing indicator of this is a modern, fresh look with a logo that features a cut through the middle signifying the brand’s cut through in the local market — appropriate for a firm that operates on the cutting edge of legal practice. The new identity balances the strength and stature of the firm while repositioning them as a fresh, modern and confident contester.