How do you evolve from playful to professional?

DWF is a Top 20 £240 million legal business which has thrived on its status as a challenger. Today it has global coverage and lists the likes of Amazon, Uber, DHL and Adidas as clients. After outgrowing their brand, DWF briefed us to evolve their visual style and messaging while at the same time revolutionising their digital footprint.


Following a series of mergers back in 2010, the brand strategy was expressed through the phrase ‘Go further’.

It was supported by a bold visual style, showcasing iconography. An internal brand ran in parallel, uniting employees behind shared values and behaviours. Over time, these brands became mismatched with the firm, which had developed in both scale and service. DWF had evolved into the international legal business of today, offering trailblazing products and services extending beyond law.

Our brief was to help reflect DWF’s transition from ‘spotty teenager’ to grown-up business, by developing a unified global brand.

Specifically, we were tasked with delivering a new visual style along with a messaging platform which included a purpose, narrative, strapline, vision, value proposition and copy style. The entire solution had to reach both internal and external audiences while being sustainable enough to serve continued global expansion.


Working in partnership with the marketing team we identified the distinct qualities that set the business apart: its ability to think differently in terms of problem solving; to deliver services beyond the remit of a traditional law firm; and a commitment to client satisfaction that outshines its competitors...

The favoured creative solution is expressed succinctly through the strapline ‘Beyond expectations’. We understood that their vision was to achieve the exceptional by thinking beyond the conventional. With this in mind, we are able to present DWF as insightful and illuminating in approach. It’s about being consciously but confidently different.

Visually, we reflect this in several small but significant ways – from updating the brand typeface to using a more considered use of colour. 

By introducing contemporary editorial-style photography, the brand feels more in touch, topical and relevant. We use industry-specific imagery to represent scale, diversity, quality of clients and expertise. Images are light, bright and uncluttered, creating a premium and high-end feel.

Phase one of the new website provides a sophisticated global platform to house the firm’s entire digital footprint, including dual language sites for Germany, France and Dubai. 

Using an enterprise-level CMS we’ve created ‘site within site’ functionality which better supports sector propositions and allows DWF to introduce Connected Services. 


Just wanted to say thank you all so, so much for getting us to today and go-live. Nothing but positive email after email, which is UNHEARD of in this business. You guys are amazing to work with and we’re really looking forward to working on the next phases!

- CATHERINE CLARKE / Head of Marketing, DWF



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