Case study
Herbert Smith Freehills
A brand program to help launch the newly combined Herbert Smith Freehills Kramer
Situation
Kramer Levin, a highly regarded AmLaw 100 firm headquartered in New York, and Herbert Smith Freehills, an international firm looking to build additional strength in the US market decided to combine in 2025. They came to Clarity to ask for our help in engaging the partners in defining a new brand positioning in a few short months prior to launch.
Process
Clarity Group conducted interviews and group discussions to understand what would differentiate the new global firm from its peers, developed a strategy to position the firm, and created messaging and tools to help the partners and business professionals go to market with key proof points that spoke to the benefits of the combination to the firm’s clients.
Outcomes
A full brand positioning that has been used as the foundation for a range of initiatives
Collaboration with an agency partner to develop a playbook of key communications and ways to talk about the new brand
