Shoosmiths LLP


Boasting £200m in billing and a team of 1500 lawyers, Shoosmiths stands as a substantial, esteemed firm, earning affection from both clients and employees. Despite recent remarkable progress, its visual identity lagged behind, prompting the need for alignment.

Additionally, the project included establishing new identities for two highly-regarded departments (Serious Injury and Conveyancing) following a family-of-brands philosophy.

Assured in its spacious design, the brand relies on a black and white palette, allowing ample room for a balance of captivating visuals with an understated elegance. It reflects a confident and contemporary approach that aligns with the firm's forward-thinking vision.

Focusing on evolution over revolution, our aim was to provide the firm with a refined representation of its existing brand identity. Crucially, we allocated space within the identity system to accommodate Shoosmiths' growth aspirations over the next decade. The way forward involved transitioning to a more contemporary and upscale brand identity.