Travers Smith

Unearthing the true nature of a leading city law firm


For over two centuries Travers Smith has been acting for publicly-listed and private companies, financial institutions and private equity clients worldwide. During this time the firm has nurtured a confident and collaborative approach to delivering excellence in an ever changing legal landscape. Although Travers Smith had enjoyed success, it found itself in a position where the brand no longer reflected the firm and the talent within. Their independence also enabled them to forge a unique culture, where deep commercial insight and progressive mindsets, delivered a premium client experience. It was now time to let these qualities shine through a compelling brand identity.

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We conducted an extensive discovery phase with a number of partners to establish a clear strategic direction for the new brand, which was presented to over 200 lawyers at the all-partner conference. Universal agreement on the case for change took us straight into developing creative concepts. Our idea positioned Travers Smith as a firm that integrates totally with their clients’ world.

Their new logo featured a circle icon that joined together both names in the title, reflecting the pivotal role Travers Smith played in clients’ success. We also developed a striking, minimalist visual language that emulated the straightforward, impactful advice delivered by the lawyers alongside a smarter messaging system that brought the firm’s voice to life. Our collaboration with the Travers Smith in-house team enabled a diversity of collateral to be deployed effectively and consistently across the business. Templates and visual standards established in this team effort now safeguards the quality and aesthetics in the visual brand.

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Travers Smith now has a brand that truly reflects the collective intelligence and culture within the firm, with their website delivering a significantly more engaging digital experience and consistency across all firm collateral is absolute. To see the new Travers Smith brand in action visit

Travers Smith's engaging brand and compelling content has also since gone on to win the Grand Prix at the Corporate Content Awards Europe 2021. Recognition for a brand that is confident to stand out among its industry peers with a clear value proposition.


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