Sheppard

Challenge

For nearly a century, Sheppard Mullin has grown and thrived on a simple belief: excellent service to clients. As the firm evolved into an Am Law 50 firm with over 1,200 lawyers across 16 offices worldwide, that principle remained constant – but its expression did not.

Despite a reputation for thoughtful advice, collaboration, and long-standing client relationships, the firm’s brand had not kept pace with the sophistication of the firm. There was also a need for a better online experience to aid recruitment as the firm continued its growth across U.S. markets.

The firm initially approached Living for the design of a new website that clearly articulated its purpose and expressed the value of working in true partnership with clients and one another.

Solution

The project started with a comprehensive research phase that combined internal lawyer interviews and focus groups with a review of client feedback, search analysis, competitor intelligence, website visitor analysis and a full audit of the existing brand and digital experience.

The research confirmed what clients and lawyers value most: focused, thoughtful advisors, plain-spoken guidance and relationships built on trust, transparency and collaboration. It also highlighted a significant opportunity to tell the firm’s story more clearly and consistently, through a brand refresh, not just a website redesign.

From these insights, four guiding principles emerged – Excellence, Innovative, Authentic and Thoughtful – shaping a new brand narrative and values centred on keeping clients ahead through true partnership. As part of this work, we recommended shortening the firm’s public-facing name to “Sheppard.” The change improved clarity, memorability and verbal use, while retaining the full legal entity name for formal and regulatory contexts.

A confident, flexible visual identity was created, designed to work seamlessly across digital and physical touchpoints. At its heart sits a new logo mark that reflects the firm’s ability to connect clients and colleagues through partnership. Merging geometric forms evoke themes of unity, strength and collaboration, balancing contemporary clarity with respect for the firm’s nearly 100-year legacy.

In parallel, we scoped and designed a new website from the ground up, conceived as the firm’s primary brand and relationship-building platform. Built in SitecoreAI in collaboration with Altudo, the site uses best practice UX and UI principles that successfully deliver an intuitive and thoughtful user experience, allowing a wide range of time-pressured audiences to access information quickly and efficiently.

"Thank you so much for all your creativity and support throughout the process, we couldn't have done this without you. You guys do amazing work."

Christie Cáceres, Chief Business Development and Marketing Officer, Sheppard

Result

The new brand and website give Sheppard a confident, contemporary way to demonstrate the firm’s values and proposition for clients, talent and the market. They clearly communicate the firm’s capabilities, elevate thought leadership and reinforce its position as a trusted partner.

Internally, the brand, supported by visual identity and tone of voice guidelines to ensure consistency,  provides a shared reference point – one that accurately reflects the firm’s culture and supports continued growth built on lasting relationships and true partnership.

Visit www.sheppard.com