How would you like to be called Gorrissen Federspiel Kierkegaard? It’s a bit of a mouthful, even if you happen to be Danish, but it’s a genuine handicap if you are one of Denmark’s leading law firms with a large international client base.
The firm sounded dull, distant, dusty and a bit unapproachable. This genuinely hindered both client growth and recruitment. The perception contradicted the reality.
The key in the rebranding programme, for which Saffron was appointed, was to emphasize the high proportion of premium international clients in relation to competitors and to create an identity which emphasized energy, ambition and commitment.
To underline continuity and the reliance on teamwork the name was modified so that it retained two rather than three of the founding partners.
Gorrissen Federspiel now looks and sounds like what it is – Denmark’s leading international law firm.
