Kennedys
Turnover +970%
Global repositioning. Springboard for growth. Not some fluffy thing.
“Our brand is not some fluffy thing. It's a hard-edged business decision about the kind of firm we want to be, the kind of clients we want and why they should use us rather than anybody else.
Nick Thomas
Senior Partner
Leading City law firm Kennedys wanted to expand their markets and territories. Our brand workshops and client research discovered Kennedys created a relaxed air of confidence by using humour as a business tool. We translated this into a powerful core story, a compelling identity with a collection of iconic images and a bespoke typeface.
Our rebrand increased confidence within the company, attracted new clients and employees and was the launchpad for growth across Europe, Middle East, Australia and America.
Before the rebrand in 2004, Kennedys had a turnover of £40m, 68 partners and 350 staff. Today, the firm has a global turnover of £428m, 350 partners and over 2,900 staff. In 2004 they had 2 international offices and 8 associate offices. In 2026, Kennedys have 47 offices and 30 associate offices across Europe, the Middle East, Asia, Australia and America. Most of the strong foundations we created are still in place over 21 years later.
DBA Design Effectiveness Award winner
“I’m really proud of our new brand. It positions us cutting edge, human. A different kind of firm.”
Nick Thomas, Senior Partner
‘Just wanted to say how impressive the re-branding is. It’s a huge step forward for the firm as a whole.’
Partner
What we did
We led the complete rebrand: brand audit, stakeholder interviews, brand strategy, positioning and identity, at a pivotal moment in Kennedys’ growth. The new brand gave the firm the confidence to expand internationally. Twenty years and 47 offices later, it’s still doing its job.
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