CMS brand identity
In a world of accelerating change where technology is increasingly needed to deliver big strategies, CMS wanted to be seen to stand for a creative and future-facing vision. However, with a history of brand refreshes behind it, the firm knew that it had to run a super-efficient brand programme to seize this moment.
We immersed ourselves in CMS’s style and culture and ran workshops to understand how different parts of the firm see the future for their clients. We took these inputs and developed new high-level messaging and a refreshed creative identity that brands CMS as a future-facing law firm. We created an internal launch campaign for CMS’s global partners’ summit and an internal competition that showcases the most exciting work from around the firm.
Branding projects in large partnerships can take time to reach fruition. But in this case, by working closely with CMS’s brand experts and senior team, and using carefully prepared briefings, we were able to achieve an instant result.
Jochen Lindmayer, Head of Marketing and Brand, CMS