Herbert Smith Freehills
Brand Direction
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Globally Stronger
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The merger of two leading law firms from opposite points of the compass — Herbert Smith, London and Freehills, Sydney — required a brand that fitted the ambition of the new organisation. Herbert Smith Freehills. 

Well Reasoned
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Every single aspect of the brand from strategy to identity, global website to global advertising, internal engagement to graduate marketing, were all delivered across time zones between Australia and the UK. Working through the merger process, where everyone has opinion and internal politics come into play. Decision becomes opinion.

Simple Idea
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The new brand has a simple idea — Herbert Smith Freehills people "guide their clients through an increasingly complex, challenging and unpredictable world”. They advise with clarity, originality and authority. They are ‘Perceptive’ - this is the idea at the heart of the new brand. The core idea is expressed strongly in the logo and all elements of the brand.