Freshfields

Nearly 300 years ago—before the birth of the modern world and even the nation of America—Freshfields emerged as a legal institution of astonishing endurance. One of the five firms in the UK’s elite Magic Circle, it has long stood for rigor, order, and elite counsel. But endurance alone isn’t enough anymore. Technology, global complexity, and cultural shifts have rewritten what relevance means in the legal sector. The stakes are clear: if the Magic Circle doesn’t evolve, it risks fading into irrelevance. Freshfields saw this—and chose transformation over tradition for tradition’s sake.

Enter a new vision, built not just to modernize the brand but to mirror the firm’s strategic intent. As their ambitions grow deeper in the U.S. and the fast-moving world of tech, Freshfields needed a brand that could travel—intellectually, emotionally, and geographically. Clients aren’t just looking for legal advice—they’re looking for bold, strategic counsel that sees around the corners. The idea of a generic “global” look was off the table. What they needed wasn’t polish—it was a clear point of view.