Case Study: Building the Power of Together

Denice Diaz
Oct 7
2 min read

The Opportunity

A leading international law firm set out to create a single, trusted brand following a merger across Asia-Pacific and Europe.

It was more than a name change. The organisation needed a brand that could unite cultures, engage clients across regions, and strengthen trust with regulators, employees, and influencers.

The goal was to build a best-in-class brand and market strategy that could position the new firm as the trusted leader in its category.

The Approach

The TrustLogic® analysis revealed the opportunity — pinpointing the trust needs and desires of our audiences. That gave us the insight that created a high-trust and highly differentiated brand — one that is equally exciting and effective.

Step 1: Insight. Using TrustLogic®, we identified the core drivers of trust for each stakeholder group.

Step 2: Brand development. We created the brand trust values using TrustLogic®, the existing trust equity, and insights gained. Then we turned it into a highly motivating brand trust story and defined each brand value for each audience group, with the substantiating reasons to trust. This gave the client a full brand framework that provides clear and practical guidance.

Step 3: Brand strategy. Together with the key team leads, we defined a three-year brand strategy, focusing each year on other brand trust values. Then we turned the strategies into aligned and sequenced departmental plans.

Step 4: Activation. Internal and external activation included brand redesign and global people empowerment in building and using the client’s brand trust in every interaction.

The Results

The effect was immediate (we believe great brand work has to show immediate effect).

40 new business enquiries within four months
Strong internal alignment around the new brand
Increased engagement across regions
Within ten years, the firm became the number one ranked legal brand in Asia-Pacific and Europe