Rebranding a global law firm

Case StudyWhite & Case
Written By Robin McLoughlin

The White & Case rebrand was not a single moment but an ongoing global transformation. It connected brand positioning, messaging and visual identity into one unified system that guided everything from the website and SEO strategy to collateral, employer branding and experiential design.

This foundation informed a high-performing website optimized for search and usability, refreshed marketing collateral and a cohesive experiential brand system across offices and client events.

Together these efforts strengthened brand clarity, increased visibility and ensured every interaction reflected the firm’s authority, credibility and global reach.

Credits
Saffron, Pentagram, Carbone Smolan, The Partners, Mikki Mahan, Julie Parsons, Michael Hertz, Anil Sharad, Sheri Collins, Robin McLoughlin

Robin McLoughlin https://mclbranddesign.com
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