Norton Rose Fulbright

Client
Norton Rose Fulbright

Our Role
Expert design consultancy for brand evolution

Location
London, UK

Air Design has the expertise to transform brands during pivotal moments of growth, delivering strategic design solutions that align with business growth and transformation.

Over our decade-long partnership, we served as the trusted design and brand consultants to Norton Rose, guiding them through significant milestones, including their merger with the American firm Fulbright & Jaworski.

Following the merger, Norton Rose required a refreshed brand identity to reflect their new stature as one of the top 10 global legal practices. The goal was to present a modernised, professional, and successful image while preserving the brand equity carefully cultivated over the previous decade.

  • Modernisation with Consistency – We developed an updated brand identity that seamlessly integrated into the firm’s global operations, ensuring a cohesive and sophisticated image across all touchpoints.
  • Sophistication and Trust – The evolved identity portrays a refined, professional image that highlights the enhanced depth of resources now available to Norton Rose’s clients.
  • Preserving Brand Equity – While introducing modern elements, we carefully retained the brand’s established recognition and trust, maintaining continuity for both internal and external audiences.
  • Impact of the New Brand Identity – The updated identity has been successfully implemented firm-wide, enabling Norton Rose Fulbright to stand out as a modern and authoritative global legal practice while honouring its legacy.

Acting as the trusted design and brand consultants to Norton Rose we continue to support the new company to ensure its continued brand success.

The new updated brand identity has been incorporated firm-wide and portrays a sophisticated image. They have managed to modernise successfully yet still retain the brand equity that had been developed over the preceding decade.