Shoosmiths rebrand focuses on what matters to clients

Law firm Shoosmiths has unveiled a new branding approach that supports its strategy to deepen client relationships through excellence, consistency and focus.

Identifying that it needs different brands to attract and retain the different types of clients it serves, Shoosmiths has introduced a ‘family of brands’ strategy. This involves refreshing the Shoosmiths brand and introducing two new brands.

Shoosmiths’ family of brands covers:

• The Shoosmiths brand

The change to the firm’s visual image reveals a bold, more corporate look and feel, along with the strapline ‘For What Matters’, highlighting Shoosmiths’ place as a trusted advisor to all clients.

The rebrand is targeted to the corporate/commercial market and encapsulates the firm’s desire to deepen relationship with clients and to support them with more of their complex work.

The new brand is designed to align to Shoosmiths’ core markets of Corporate M&A, Corporate Investment, Compliance, Real Estate and Litigation and the firm’s core sectors of Technology, Living, Financial Services, Mobility and Energy & Infrastructure.

• Swiitch

Swiitch is targeted to consumers with personal conveyancing requirements. The new conveyancing brand encapsulates warmth, which links to the personal touch which is delivered with excellence, and energy, focused on the dynamic nature of the conveyancing market.

• Serious injury

Shoosmiths is developing a new brand for its serious injury services focused on the very personal approach and tailored messaging needed for this market. This new brand will be announced later in 2023.

David Jackson, CEO at Shoosmiths, said:

“We aspire to be the law firm clients turn to for what matters, working with clients to help them deliver their strategies through proactive, complex legal and service excellence.

“We believe our bolder and more confident tone and visual identity better reflects the firm we are today and supports us in our strategy of focus, excellence and excelling in our chosen markets.

“Swiitch and our new serious injury brand will resonate in their markets more powerfully, while still being very much a part of the Shoosmiths family. We feel our new Shoosmiths brand, and our new family of brands approach, reflects our identity and new strategy perfectly. It is dynamic and importantly, is also reflective of our ambitions.”

Rachel Reid, COO at Shoosmiths, said:

“Our commitment to service excellence hasn’t changed. Our desire to support on more of our clients’ complex work has – and being clear about the current diversity of our business and what suits each client market is important.

“We are also keen to continue to attract the most incredible people who share our values to join us as we grow. Having the right brand puts us in a great position to do more of this.”

Shoosmiths rebranding activities follow the launch of a new firmwide strategy, with new values and a new reward strategy introduced in 2022.