CMS brand identity

Shaping what's ahead

CMS is an international law firm with 5,000+ lawyers and 80 offices in 40 countries. By combining deep local understanding with a global overview, CMS has the ability not only to see what’s coming, but also to shape it.

The Challenge

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.

Our Approach

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.

The Result

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.

“As this rebrand was carried out in a global pandemic, Gather showed an outstanding ability to adapt to our changing circumstances and carry out this project on time, on budget and with the best possible outcome. From the beginning, Gather not only had an excellent understanding of our business but also our underlying strategy. We couldn’t have asked for a more trusted partner and a better result.”

Jochen Lindmayer, Head of Marketing and Brand, CMS

Services & contact

  • Key messages
  • Identity
  • Internal communication


Tony Allen

Senior Director of Brand
+44 (0) 7775 953 387