When two law firms become one

The Challenge

Marsans, a long-standing client, approached me during a transformative merger with another law firm, Gitlin Baker. Our brief was ambitious: create a unified brand identity and digital presence that could reflect the firm’s expanded legal expertise, international reach and evolving personality. The new entity needed to feel substantial, agile and at home operating across multiple jurisdictions - while remaining clearly rooted to The City of London. The process also had to carry both sets of staff with them, respecting and acknowledging both histories while evolving into something new.

This wasn’t just a rebrand. It was a strategic repositioning of a firm that deserved to punch well above its weight.

About Marsans Gitlin Baker

The merged firm brought together a wide spectrum of legal disciplines—from intellectual property and cyber law to family, pensions, and property. With operations spanning India, Singapore, Eastern Europe, and the UK, they needed an identity that could speak confidently across borders and sectors. Their ambition was clear: to present as more than the sum of their parts.

The Process

I began by facilitating alignment across the newly formed partnership, through in-person workshops and video sessions. We mapped emotional tone, strategic goals, and regulatory constraints. My role was to synthesise complexity into clarity, and to build consensus around a brand direction that could flex across platforms and audiences.

The Concepts

The identity system blends modernity with tradition. It signals corporate solidity while remaining responsive and forward-looking. The visual language is clean, confident, and adaptable—designed to convey trust, agility, and international reach.

The website extends this system, weaving together the firm’s diverse expertise into a cohesive digital experience. It’s structured to support growth, accommodate new services, and speak to clients across multiple jurisdictions. We also arranged an innovative new internet home for the firm, taking advantage of the newer .LAW top level domain. Making their URL compact, memorable and descriptive. MGB.LAW

The Result

The new brand positions the firm as a serious player in the legal landscape. While not a lumbering behemoth mega-firm, it inspires confidence, reflects depth and offers the flexibility needed to respond to fast-changing legal challenges. The website and supporting materials reinforce this positioning, helping the firm grow its presence and reputation both locally and globally.

Moving Forwards

I continue to support the firm with branded publications, event design, and digital updates. The identity system is built to evolve - ready to accommodate new markets, new ambitions, and new ways of working. I've created several custom artworks supporting the blog and new materials.

This project wasn’t just about design, it was about strategic transformation through visual clarity.