Most law firm brands look the same. Corporate shields, rigid templates, everything feeling like it came from the same design manual. Safe. Forgettable. Interchangeable.
We didn’t want that.
We looked at editorial brands instead – the kind you see in magazines and publications that people actually want to read. They’re better at telling stories. They adapt their tone and style depending on what they’re talking about, rather than using the same rigid template for everything.
That flexibility matters because our clients aren’t all the same. A tech startup needs something different from a family business that’s been around for decades. Our brand lets us speak to both without forcing them into the same box.
The result is something that actually feels like us. Not just a logo slapped on a letterhead, but a way of communicating that’s honest, adaptable, and focused on the people we’re working with rather than impressing other lawyers.
“We wanted a brand that could do more than just look professional. It needed to feel human, to flex when we needed it to, and to reflect the fact that we genuinely care about the people behind every piece of work we do.”
Sara Blackwell, Brands & Campaigns Director
Office move campaign
When we opened our new London office, we could have gone with the standard law firm announcement: “We’re delighted to announce…” with a photo of everyone standing in front of the building looking serious.
Instead, we had some fun with it.
We ran ads at Holborn and Chancery Lane tube stations that were a bit different. Less “aren’t we impressive” and more “we’re new here and we don’t take ourselves too seriously.”
The response was brilliant. Our team loved them. Clients mentioned them. Other lawyers walking past stopped to take photos.
Best of all? We heard that partners at some of the bigger firms saw them and asked their marketing teams, “Why can’t we do something like that?”
That felt like a win.
“We wanted to make an entrance, just not the kind that makes people roll their eyes. The ads worked because they felt like us – confident enough to do something different, but not trying to prove anything.”
Sara Blackwell, Brands & Campaigns Director
Flat white anyone?
Completely Retail Marketplace Campaign
We sponsored the coffee at Completely Retail Marketplace – one of the biggest retail property events of the year.
Why coffee? Because that’s where deals actually happen. Not in formal presentations, but over a flat white while two people figure out if they can work together.
We branded the cups and let them do the work. Our logo ended up in every conversation, every negotiation, every “let’s grab a coffee and talk about this” moment throughout the day.
Simple idea. Worked brilliantly.
“CRMP is wall-to-wall landlords and retailers doing deals from morning till night. Everyone there needs a lawyer, but we’re also the last people they want to talk to on the day. The red cups put us right in the middle of every conversation without being pushy about it. We definitely fuelled some deals that day – both literally and figuratively.”
Alex Hutchings, Partner, Head of Real Estate
Or maybe an espresso?
We ran a campaign asking clients a simple question: are you Team Latte or Team Espresso?
It wasn’t really about coffee. It was about what kind of energy you want from your corporate lawyers. Some businesses need the steady, considered approach (latte). Others need speed, intensity, and sharp decisions (espresso).
We’re comfortable being either. But we’re definitely better at the espresso side of things.
“Our ‘Team Latte or Team Espresso?’ campaign brought a new angle, encouraging clients to think about what they really need from their lawyers while showcasing our passionate and dynamic approach. We were keen to appeal to those looking for more energy from their corporate and commercial lawyers. After all, we always have an espresso waiting!”
Stephen Jarvis, Partner, Head of Corporate & Commercial