Project: Someone London For Simmons & Simmons

Discover how SomeOne London came up with the perfect visual metaphor in its identity work for the progressive law firm Simmons & Simmons

THE BRIEF

Simon Manchipp

Simmons & Simmons is a global legal practice founded in 1896, with over 1,500 people in 21 offices throughout Europe, the Middle East and Asia. The company held a strategic pitch where we met and discussed the opportunities that face law firms and how we would begin to look at the project. It was a perfect process, a series of smart conversations where we both began to see how good it would be to work together on the company’s new identity.

We started our research by consulting with the entire partnership, in person, interviewing, filming and holding workshops with clients and staff throughout the process. Working in Amsterdam, Paris, Prague, Hong Kong and London we saw a real hunger for a brand born from digital beginnings, that moves and adapts to a broad spectrum of clients and demands.

The company is progressive and inventive. It’s been the highest ranked law firm on the Stonewall Workplace Equality and on The Times Top 50 Employers for Women list, which shows its commitment to equality in the workplace. It also practises some of the most progressive techniques in law through the application of intelligent collaboration to give its clients smarter solutions, around the world. This was the direction we set out to amplify and exemplify through the visual and verbal brand identity.

Branding and communication in the legal sector can be outdated and cumbersome, so we looked beyond to find a better way to engage audiences in conversations about collaboration and partnership.

DESIGNING THE IDENTITY

Libby Tsoi