Rebrand – The Power of Together
  • the brief

    Rebrand and relaunch Mallesons Stephen Jaques as KING & WOOD MALLESONS (KWM).

  • the challenge

    In 2012 the legal landscape was undergoing tremendous change with mergers and the leading law firms jostling to capitalize on the growth in Asia. MSJ had recognised this and was in the midst of combining with China’s leading law firm.

  • the idea

    With our strategic partner mext and the Mallesons internal Brand team we developed a new logo and brand positioning “The Power of Together”.  We created an aspirational and industry-breaking campaign set in the near future featuring KWM celebrating significant milestones for their clients.

  • the change

    The press raved: “London and New York beware, here comes KING & WOOD MALLESONS” – The Wall Street Journal. The Acritas Sharplegal 2012 Global Elite Brand Index ranked KWM number 16. Prior to the relaunch MSJ was not ranked in the top 50.