After more than a decade as part of an international verein, the leading South African law firm was to announce its independence. This demanded a new name, brand, employer brand and suite of assets to realise their ambition and direction. The approach needed to build on the past, look to the future and capture the firm’s compelling strengths: fuelling engagement with their people, clients and the market alike.

We developed a brand positioning to reinforce that, for over a century, the firm has been in sync with the demands of the rapidly changing world around it: they move ‘As the world moves’. The broader narratives unpack the infinite possibility for colleagues and clients, of an agile, Africa-first firm, with a global perspective. We evolved a name – Deneys – that breathes new life into the legacy firm’s name. We created a visual brand that carefully balances energy, dynamism, consummate professionalism and difference.