Lawyers Are People Too: Rebranding a commercial law firm’s personal touch

How a new identity brought the heart of BrookStreet des Roches (BSdR) to life in a uniquely ownable way.

The Challenge

BSdR, a commercial law firm, had a well-defined brand in terms of “who” they were and “what” they did. However, the “why” behind the brand was unclear. The challenge was to uncover this deeper purpose and express it authentically and compellingly.

The Solution

Collaborating closely with the BSdR leadership team, we identified the firm’s core personality, distilling it into four guiding principles: “Less is more,” “Quietly confident,” “Direct and personal,” and “Building relationships.” These principles shaped a new visual identity centered around stacked, four-word quatrains. This playful and distinct format was seamlessly integrated into every aspect of the firm’s communication.

The Results

The new identity was met with an overwhelmingly positive reception from both clients and staff. The enthusiastic feedback, captured perfectly in a brief email, highlighted the success of the rebrand:

“YOU
WERE
BLOODY
GREAT

EVERYONE
THOUGHT
SO
TOO

AND
THAT’S
A
FIRST”

— Hugh Blaza, Managing Partner, BSdR

Three years post rebrand, BSdR was acquired by Knights, with the brand’s focused positioning and distinctive identity being acknowledged as a contributing factor to the interest.

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