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Creating a brand that matches the firm’s heritage, strength and track record

Creating a brand that matches the firm’s heritage, strength and track record Carson McDowell were not prepared to be seen as just another one of Northern Ireland’s leading law firms. They wanted to stand out and be recognised as the most dynamic and progressive law firm in the country. Mammoth helped identify what makes Carson McDowell truly special. The firm is made up of a diverse range of people - with over 100 staff dealing with more than 300 clients across 33 specialist areas of law. 40% of Northern Ireland’s top 100 companies choose Carson McDowell as their legal representatives.

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carson mcdowell
carson mcdowell
carson mcdowell
carson mcdowell
carson mcdowell
carson mcdowell
carson mcdowell
carson mcdowell

They are highly rated in Chambers & Partners UK and have received the highest accreditation across a number of practice areas and have more experts working across more specialist areas of law than any other firm in Northern Ireland. The brand we subsequently created has been based on the idea that ‘We do more. Better.’ A positioning that leverages Carson McDowells depth of experience and level of expertise across more areas of law than any other firm. We created a new identity with a symbol made up of various different layers that alludes to this depth of experience and expertise. It’s a bit different from most other law firms and challenges the perception that Carson McDowell are old fashioned and stuffy. We revitalised the visual styling of the firm, brought in a more vibrant colour palette, a true to life photographic style, a more straightforward tone of voice, a new website and launched the ‘We do more. Better.’ campaign across Northern Ireland.

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