Strategically, DAIS aligned the firm’s internal culture through the introduction of the brand ethics, ‘enabling, strategic and invested’ and a focused brand promise of ‘more than law’ which also translates externally as a greater value proposition to differentiate the Mullins brand.
Visually, the logo typography was updated to a more bold and solid font and a brand icon was developed to create momentum and built the ‘more than law’ concept into the wordmark.
With a stronger corporate identity, Mullins can clearly articulate the key components of the brand to strengthen recognition and communicate its position as leading legal experts to the market.
