Clarity for

Creating an innovative leader in a new area of legal services


As the legal marketplace becomes increasingly competitive with LPOs and non-traditional players entering the market, mega-firm Dentons saw an opportunity to capture market share in this new environment and to help its clients and other law firms with a suite of innovative products and services. The firm needed a holding company separate from the law firm that would serve as a launch pad for a variety of business units. Dentons approached Clarity for help developing a masterbrand strategy, naming protocol, brand architecture, and visual identity system for this new range of offerings.


We conducted interviews and an analysis of the marketplace to understand what this new brand should communicate to its target audiences. We worked closely with company leadership and internal stakeholders from various regions to ensure their business objectives were being met for this new and exciting category.


  • Development of the name Nextlaw to reinforce the innovative nature of the business
  • Testing of the name to ensure it was globally effective and would resonate with clients
  • A structured brand architecture, which led to a system of descriptive names for a variety of products and services, including Nextlaw Labs, Nextlaw Ventures, and Nextlaw In-house Solutions
  • A clear, coherent brand that serves as a platform for launching a variety of products and services that allow shareholders to capture revenue that a law firm would traditionally not have secured