Meredith Connell Launches New Brand Identity

Meredith Connell Launches New Brand Identity

The country’s largest litigation firm, Meredith Connell, has today launched a new brand identity. This follows the announcement last month by the Attorney-General, Hon. Christopher Finlayson QC, that the firm will continue for the next decade as Office of the Crown Solicitor for Auckland, a role it has held for 93 years.

The chair of the firm's Management Board, Anna Adams, said the new brand identity was designed to reflect Meredith Connell’s position as one of New Zealand's premier law firms with expertise in more than 23 practice areas across every element of the law, with an average age among its partners of 37.

“Our 26 partners, 118 other lawyers and 67 support staff are spread across our offices in Auckland and Wellington and include the brighest legal talent in the country,” Ms Adams said. “We want them to work under a brand that reflects their talent, their vitality and their cosmopolitan attitude as 21st Century Aucklanders and Wellingtonians. We’re thrilled that the response from our 200-strong team was overwhelmingly positive when we launched the new brand identity internally two weeks ago. That says we've got it right.”

Ms Adams said the firm, working with its design partners Insight Creative, had tried to push the boat out in terms of how a law firm would position itself in the New Zealand legal market. It originally had concerns that the new tagline (“MC: THE Law Firm”) and bold, energetic colours like aero blue, coral red and canary yellow might be a little “out there” in what is sometimes seen as a conservative and stuffy profession.

“As it has turned out, the feedback from our clients, which include core government departments, some of New Zealand’s largest companies and its most innovative emerging entrepreneurs, has been very encouraging,” she said.

Ms Adams said the new brand identity was a credit to the 100-plus Meredith Connell staff who had participated in the design process and Insight Creative who had shown the firm how to accurately reflect how it had evolved over the last decade and, particularly, over the last year.

The Chief Executive and Strategy Director of Insight Creative, Steven Giannoulis, said the firm had been thrilled to work with Meredith Connell over the last year.

“Many firms start the branding process with a view of being bold but end up gradually toning it back to reflect their industry norms. Meredith Connell were true to their word, creating a bold and distinctive brand and visual identity that truly reflects what they stand for and what makes them unique in their profession,” he said.

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