The element of surprise for a global law firm


Ashurst is a leading international law firm with a desire to stand out from the competition. Ashurst briefed us to evolve the firm’s visual brand to enhance its differentiating characteristics and help communicate the firm’s personality to all target audiences. The biggest challenge was to create a new and approved visual identity in just 8 weeks.



We looked at what runs consistently across the firm – Ashurst clients, people and their ambition – and felt that an evolution of their existing graphic bar was a clever way of conveying this. It can be seen as the dynamic and consistent ‘Ashurst Thread’ that runs through everything the firm does.


The primary imagery style utilises surprising and arresting high-contrast black and white images that work together with incisive headlines. A very different style for a law firm – unexpected, observational, relevant. The firm’s existing extensive colour palette was also refined into three distinct colour ways – fresh, cool, warm – working together an intelligent grid system.



Ashurst now have a new and intriguing visual identity, that allows them to turn the volume up and down throughout their marketing and business development activity. Completed and approved by a global partnership in the space of two month demonstrates smart working by both our client and our creative teams.

The new brand has since gone on to win numerous accolades including a Gold Transform North America award for Best Brand Consolidation.