Nixon Peabody: Brand As Catalyst

NP’s new logo

Finance, health care and retail are just a handful of industries that have undergone transformational change. Now it’s the legal industry. With the business world changing, clients want more value from their law firms. 

Together, Nixon Peabody LLP and Wolff Olins embarked on a mission to clearly understand what that value is, and how to organize this Global 100 law firm around a brand promise to deliver it.  We talked with clients, attorneys and staff, and did our own research.

WO + NP building their brand promise

The conclusion: In addition to excellent and efficient legal counsel, clients want business-minded partners who are predictive, proactive and can help grow their businesses.  The heart of Nixon Peabody’s brand promise is to deliver that value—a commitment to look ahead, foresee obstacles, smooth the way and help clients grow. 

Nixon Peabody understood this had to be more than a visual expression and marketing campaign. They needed a lens through which everything at the firm would be viewed in the context of this promise to clients. Collaborating with Wolff Olins, Nixon Peabody has engaged its entire firm in this mission.  It’s expressed through work with clients, philosophy and operations.

Today, Nixon Peabody LLP rolled out the visual expression of this brand strategy that’s been in place at the firm for several months. We’re excited about the role brand has played in catalyzing action, and about developing an identity and website that reflects their energy and direction.

For more, check out Nixon Peabody’s brand promise.


New homepage,

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