Clarity for
Fried Frank

A bold and dynamic brand for an elite firm

Fried Frank delivers at the highest level of elite law firms. With more than 650 lawyers in key financial centers around the world, Fried Frank lawyers are known for their deep understanding of their clients’ businesses, their partner-led attention, and their results-driven strategies.

While the firm enjoyed an excellent reputation and business success, it was clear that its brand presence was not living up to the reality of the firm. Simply put, the branding felt dated, overly conservative and inconsistent with the modernity and warmth that is the firm today. In addition, Fried Frank’s peer firms had been focused on brand building with vigor so the playing field was no longer level.

Fried Frank engaged Clarity to conduct an extensive and collaborative research phase to understand what sets the firm apart in ways that are authentic and relevant to clients and recruits. Our process resulted in a clear and consensus-driven brand strategy. From there we built a message platform that articulated the Fried Frank strategy in an ownable brand voice.

We then worked with our design partners to bring the strategy to life through a new bolder, more confident logo and visual identity system. The project culminated with a new website and suite of marketing materials.