Mandate Develop a new corporate brand identity for a 500-lawyer firm – one of Canada’s largest – created from the merger of three major law firms in Toronto, Montreal and Vancouver.

Actions Working with marketing directors from each legacy firm, options for the new brand identity were presented to their Brand Council. As part of the overall brand identity, stationery standards were established, as well as a system for corporate literature, including brochures, newsletters, white papers, proposals and reports.