Nabarro LLP
Clarity Matters

A clear brand strategy creating clear commercial difference.

Our biggest, longest running and arguably most successful strategy project started before just before Neon even existed, and ended recently when the client’s brand name disappeared as part of the largest merger ever seen in the UK legal sector.

Way back in 2006, in a previous life as Senior Creative Director of another well known brand consultancy, Neon founder Dana Robertson led a strategic and creative rebranding project for Nabarro Nathanson, a major London law firm with a decent reputation but lacking any kind of distinctive presence in the market.

User-friendly law, a clear differentiator – Clarity Matters.

The first step in updating the brand was to cut the firm’s slightly cumbersome name in half. And for the rather snappier Nabarro a new positioning was developed, based on the proposition “user-friendly law”, and reflected in the big bold executional theme of clarity – a rare and precious commodity in legal circles. This was distilled down into the line ‘Clarity Matters’ which also gave a nod to the language of Law of project being called ‘matters’ (activities involved in managing all aspects of the corporate legal practice).

Lawyers who firmly promised not to obfuscate with gobbledegook, but instead to shed light with lucid thinking and clearly expressed advice… whatever next? Nabarro loved it; their clients loved it; and the rest of the legal sector sat up and took notice. So imagine how flattered and happy we were that, when Neon opened for business in 2007, Nabarro became one of our very first clients – entrusting us, in our role as brand guardians, with a series of highly varied and increasingly important projects (some of which you can see on this site).

Building the brand… and branding the building

Building on the foundations of that original strategy, we developed a versatile black-and-white based visual language, to reflect the firm’s clear-cut “no grey areas” thinking. We produced brand communications across all media, including highly effective and award-winning recruitment campaigns “Don’t just warm a chair. Find the perfect seat” and “Your future as a lawyer. Leave nothing to chance“. And when Nabarro moved to a beautiful new building in the heart of the City, we took charge of creating a total branded environment.

Onwards and upwards…

The happy-though-also-slightly-poignant ending of the Nabarro/Neon story? In May 2017, the firm joined forces with CMS and Olswang in a mega-merger, to form a new legal powerhouse – the sixth biggest law firm in the world – under the CMS banner. Of course, we were sorry to say goodbye to Nabarro. But we were very happy indeed that, largely on the strength of our work on their brand, we were appointed to handle the launch of the super-firm. And we very much hope we’ll have an equally long and productive relationship with CMS.

Kind words…

“Dana from Neon lives and breathes our brand.

He is intuitive, creative and pragmatic – in essence all we could wish for from a strategically and brand minded creative who has exceptional craft skills and full of ideas. The latest work he has done for us in refreshing our visual identity is typical of an approach that centres on clarity of thought and elegance of expression. I am delighted with the results.”

ALEX BELLINGER
Head of Communications
Nabarro LLP

To find out more: info@neon-creative.com or call +44 (0)20 3289 1733 Share this: Email, LinkedIn, Twitter, Facebook, Download PDF, or follow us on Instagram

 

LAW
Branding

PROJECT SUMMARY
Brand identity
Brand positioning
Brand guardianship
Art direction
Graduate recruitment campaigns
Graduate recruitment showcase movies
Brand advertising campaigns
Brand environments
Brand movies
Guidelines
Signature images library
Copy writing
Literature system
Website
Portrait photography
Digital comms
On-line animations
Digital templates
PowerPoint templates


Nabarro LLP brand mark.

Nabarro-logo---Neon

Nabarro LLP brand mark. Bird & Fortune Clarity Matters - 'The law, ungobbledegooked' (YouTube shorts)

Nabarro brand visual style refresh – animated gallery of a selection of paper models.

Nabarro brand visual style refresh – paper models snapshot gallery.

Nabarro-brand-visual-style-refresh-Paper-Models-Snapshot-Gallery-by-Neon1

Nabarro brand visual style refresh – literature system.

Nabarro-brand-visual-style-refresh-A4-literature-2-scheme-by-Neon
Nabarro-brand-visual-style-refresh-A4-literature-3-scheme-by-Neon
Nabarro-brand-visual-style-refresh-A4-literature-4-scheme-by-Neon
Nabarro-brand-visual-style-refresh-A4-literature-1-scheme-by-Neon

Nabarro brand visual style refresh – 125 London Wall office graphics.

Nabarro-125-London-Wall-Gallery-Deatil-2
Nabarro-125-London-Wall-Gallery-Detail
Nabarro-125-London-Wall-Lift-Lobby-Skyline-by-Neon
Nabarro-125-London-Wall-Lift-Lobby-Skyline-2-by-Neon
Nabarro-125-London-Wall-Animated-Carousels-3
Nabarro-125-London-Wall-Seasons-Greeting-wall-1-by-Neon

Nabarro brand visual style refresh – Firm credentials snap shot movie.

Nabarro brand visual style refresh – event invites email graphics.

Nabarro-brand-brand-visual-style-refresh-Email-icons-invites-by-Neon

Nabarro brand visual style refresh – A5 pop-up event invites.

Neon-Journal-Nabarro-Pop-Up-Invite-Manchester-Office-Opening-Pic-18092015
Neon-Journal-Nabarro-Pop-Up-Invite-Inner-Manchester-Office-Opening-Pic-18092015

Nabarro brand visual style refresh – Nabarro.com art direction & website graphics.

Nabarro-brand-visual-style-refresh-website-by-Neon

Nabarro brand visual style refresh – guidelines.

Nabarro-brand-visual-style-refresh-Guidelines-12-by-Neon

Nabarro brand visual style refresh – guidelines sample spreads.

Nabarro-brand-visual-style-refresh-Guidelines-1-by-Neon

Nabarro 'Clarity Matters' typographic conundrums brand advertising.

Nabarro 'Clarity Matters' typographic conundrums brand advertising – animations.

Nabarro 125 London Wall branded interior details.

Nabarro-125-London-Wall-Animated-Carousels-1
By Dana Robertson Creative Director and Founder of Neon. Nabarro 125 London Wall interiors branding black and white styling stair detail. A chance to create a total branded environment. We’ve worked with international commercial law firm Nabarro LLP for nearly 10 years. Over that period, we’ve helped them develop a distinctive positioning (reflected in their strapline Clarity Matters), and a a powerful monochrome-based visual identity. So when they told us they were moving their London headquarters to a prestigious new address in the heart of the City, we saw a fantastic opportunity to create a total branded environment; a new home that would bring the firm’s values and personality to life, at every level. Making full use of a flexible brand system. Working closely with interior design specialists TP bennett, we worked with them to create a scheme for the entire building. An early concern was that our black-and-white brand identity could look a bit stark, on such a big scale. But the brand system developed by Neon proved up to the challenge, enabling us to introduce a number of other elements to soften and “humanise” the look and feel of the new building. For example, we saw the impressive double height walls as the perfect place for dazzling flocks of birds, in Nabarro’s origami visual style. And the lift lobbies – where employees and visitors would have a little time to linger and enjoy the view – presented us with an even more enticing creative opportunity. For one, we created a gallery of great buildings of the world, also in origami. For another, we laid every image from our extensive brand library on a powerful black background. For yet another, we challenged lift-users with our campaign of brain-teasing typographic conundrums. While, on the fourteenth floor, we conducted a fascinating in-depth investigation into the number 14… Brand achitecture, in a literal sense. Architecturally, without a doubt the most impressive feature of Nabarro’s new home was the stunning – and strongly branded – steel and marble spiral staircase, to accommodate which it was necessary to remodel the building, drilling through 15 floors. Worth it, though, we think you’ll agree? One other rather lovely feature deserving a mention; the 25 foot wall in the canteen and break-out area. Our idea: to use it, in keeping with the black and white theme, with a giant blackboard highlighting to Nabarros staff the facts and figures of the work require to create their amazing new office spaces – and a competition inviting the firm’s people to submit ideas for us to bring to visually to life in chalk. We’re pleased to say that Nabarro love their new home. And their clients have also responded very positively indeed. Since we started working with the firm, their commitment to establishing a clearly defined positioning and identity has given them a clear edge over their competitors. Now they’ve raised the bar again; this time, not by building a brand, but by branding a building. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Double Height Wall Birds. A chance to create a total branded environment. We’ve worked with international commercial law firm Nabarro LLP for nearly 10 years. Over that period, we’ve helped them develop a distinctive positioning (reflected in their strapline Clarity Matters), and a a powerful monochrome-based visual identity. So when they told us they were moving their London headquarters to a prestigious new address in the heart of the City, we saw a fantastic opportunity to create a total branded environment; a new home that would bring the firm’s values and personality to life, at every level. Making full use of a flexible brand system. Working closely with interior design specialists TP bennett, we worked with them to create a scheme for the entire building. An early concern was that our black-and-white brand identity could look a bit stark, on such a big scale. But the brand system developed by Neon proved up to the challenge, enabling us to introduce a number of other elements to soften and “humanise” the look and feel of the new building. For example, we saw the impressive double height walls as the perfect place for dazzling flocks of birds, in Nabarro’s origami visual style. And the lift lobbies – where employees and visitors would have a little time to linger and enjoy the view – presented us with an even more enticing creative opportunity. For one, we created a gallery of great buildings of the world, also in origami. For another, we laid every image from our extensive brand library on a powerful black background. For yet another, we challenged lift-users with our campaign of brain-teasing typographic conundrums. While, on the fourteenth floor, we conducted a fascinating in-depth investigation into the number 14… Brand achitecture, in a literal sense. Architecturally, without a doubt the most impressive feature of Nabarro’s new home was the stunning – and strongly branded – steel and marble spiral staircase, to accommodate which it was necessary to remodel the building, drilling through 15 floors. Worth it, though, we think you’ll agree? One other rather lovely feature deserving a mention; the 25 foot wall in the canteen and break-out area. Our idea: to use it, in keeping with the black and white theme, with a giant blackboard highlighting to Nabarros staff the facts and figures of the work require to create their amazing new office spaces – and a competition inviting the firm’s people to submit ideas for us to bring to visually to life in chalk. We’re pleased to say that Nabarro love their new home. And their clients have also responded very positively indeed. Since we started working with the firm, their commitment to establishing a clearly defined positioning and identity has given them a clear edge over their competitors. Now they’ve raised the bar again; this time, not by building a brand, but by branding a building. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
Nabarro-125-London-Wall-Animated-Carousels-6
By Dana Robertson Creative Director and Founder of Neon. Nabarro 125 London Wall Floor 15 Gallery detail. A chance to create a total branded environment. We’ve worked with international commercial law firm Nabarro LLP for nearly 10 years. Over that period, we’ve helped them develop a distinctive positioning (reflected in their strapline Clarity Matters), and a a powerful monochrome-based visual identity. So when they told us they were moving their London headquarters to a prestigious new address in the heart of the City, we saw a fantastic opportunity to create a total branded environment; a new home that would bring the firm’s values and personality to life, at every level. Making full use of a flexible brand system. Working closely with interior design specialists TP bennett, we worked with them to create a scheme for the entire building. An early concern was that our black-and-white brand identity could look a bit stark, on such a big scale. But the brand system developed by Neon proved up to the challenge, enabling us to introduce a number of other elements to soften and “humanise” the look and feel of the new building. For example, we saw the impressive double height walls as the perfect place for dazzling flocks of birds, in Nabarro’s origami visual style. And the lift lobbies – where employees and visitors would have a little time to linger and enjoy the view – presented us with an even more enticing creative opportunity. For one, we created a gallery of great buildings of the world, also in origami. For another, we laid every image from our extensive brand library on a powerful black background. For yet another, we challenged lift-users with our campaign of brain-teasing typographic conundrums. While, on the fourteenth floor, we conducted a fascinating in-depth investigation into the number 14… Brand achitecture, in a literal sense. Architecturally, without a doubt the most impressive feature of Nabarro’s new home was the stunning – and strongly branded – steel and marble spiral staircase, to accommodate which it was necessary to remodel the building, drilling through 15 floors. Worth it, though, we think you’ll agree? One other rather lovely feature deserving a mention; the 25 foot wall in the canteen and break-out area. Our idea: to use it, in keeping with the black and white theme, with a giant blackboard highlighting to Nabarros staff the facts and figures of the work require to create their amazing new office spaces – and a competition inviting the firm’s people to submit ideas for us to bring to visually to life in chalk. We’re pleased to say that Nabarro love their new home. And their clients have also responded very positively indeed. Since we started working with the firm, their commitment to establishing a clearly defined positioning and identity has given them a clear edge over their competitors. Now they’ve raised the bar again; this time, not by building a brand, but by branding a building. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Nabarro 125 London Wall Reception detail. A chance to create a total branded environment. We’ve worked with international commercial law firm Nabarro LLP for nearly 10 years. Over that period, we’ve helped them develop a distinctive positioning (reflected in their strapline Clarity Matters), and a a powerful monochrome-based visual identity. So when they told us they were moving their London headquarters to a prestigious new address in the heart of the City, we saw a fantastic opportunity to create a total branded environment; a new home that would bring the firm’s values and personality to life, at every level. Making full use of a flexible brand system. Working closely with interior design specialists TP bennett, we worked with them to create a scheme for the entire building. An early concern was that our black-and-white brand identity could look a bit stark, on such a big scale. But the brand system developed by Neon proved up to the challenge, enabling us to introduce a number of other elements to soften and “humanise” the look and feel of the new building. For example, we saw the impressive double height walls as the perfect place for dazzling flocks of birds, in Nabarro’s origami visual style. And the lift lobbies – where employees and visitors would have a little time to linger and enjoy the view – presented us with an even more enticing creative opportunity. For one, we created a gallery of great buildings of the world, also in origami. For another, we laid every image from our extensive brand library on a powerful black background. For yet another, we challenged lift-users with our campaign of brain-teasing typographic conundrums. While, on the fourteenth floor, we conducted a fascinating in-depth investigation into the number 14… Brand achitecture, in a literal sense. Architecturally, without a doubt the most impressive feature of Nabarro’s new home was the stunning – and strongly branded – steel and marble spiral staircase, to accommodate which it was necessary to remodel the building, drilling through 15 floors. Worth it, though, we think you’ll agree? One other rather lovely feature deserving a mention; the 25 foot wall in the canteen and break-out area. Our idea: to use it, in keeping with the black and white theme, with a giant blackboard highlighting to Nabarros staff the facts and figures of the work require to create their amazing new office spaces – and a competition inviting the firm’s people to submit ideas for us to bring to visually to life in chalk. We’re pleased to say that Nabarro love their new home. And their clients have also responded very positively indeed. Since we started working with the firm, their commitment to establishing a clearly defined positioning and identity has given them a clear edge over their competitors. Now they’ve raised the bar again; this time, not by building a brand, but by branding a building. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Nabarro 125 London Wall Boardroom detail. A chance to create a total branded environment. We’ve worked with international commercial law firm Nabarro LLP for nearly 10 years. Over that period, we’ve helped them develop a distinctive positioning (reflected in their strapline Clarity Matters), and a a powerful monochrome-based visual identity. So when they told us they were moving their London headquarters to a prestigious new address in the heart of the City, we saw a fantastic opportunity to create a total branded environment; a new home that would bring the firm’s values and personality to life, at every level. Making full use of a flexible brand system. Working closely with interior design specialists TP bennett, we worked with them to create a scheme for the entire building. An early concern was that our black-and-white brand identity could look a bit stark, on such a big scale. But the brand system developed by Neon proved up to the challenge, enabling us to introduce a number of other elements to soften and “humanise” the look and feel of the new building. For example, we saw the impressive double height walls as the perfect place for dazzling flocks of birds, in Nabarro’s origami visual style. And the lift lobbies – where employees and visitors would have a little time to linger and enjoy the view – presented us with an even more enticing creative opportunity. For one, we created a gallery of great buildings of the world, also in origami. For another, we laid every image from our extensive brand library on a powerful black background. For yet another, we challenged lift-users with our campaign of brain-teasing typographic conundrums. While, on the fourteenth floor, we conducted a fascinating in-depth investigation into the number 14… Brand achitecture, in a literal sense. Architecturally, without a doubt the most impressive feature of Nabarro’s new home was the stunning – and strongly branded – steel and marble spiral staircase, to accommodate which it was necessary to remodel the building, drilling through 15 floors. Worth it, though, we think you’ll agree? One other rather lovely feature deserving a mention; the 25 foot wall in the canteen and break-out area. Our idea: to use it, in keeping with the black and white theme, with a giant blackboard highlighting to Nabarros staff the facts and figures of the work require to create their amazing new office spaces – and a competition inviting the firm’s people to submit ideas for us to bring to visually to life in chalk. We’re pleased to say that Nabarro love their new home. And their clients have also responded very positively indeed. Since we started working with the firm, their commitment to establishing a clearly defined positioning and identity has given them a clear edge over their competitors. Now they’ve raised the bar again; this time, not by building a brand, but by branding a building. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
Nabarro-125-London-Wall-Lift-Lobby-Skyline-2-by-Neon
Nabarro-125-London-Wall-Lift-Lobby-Skyline-by-Neon
Nabarro-125-London-Wall-Double-Height-Wall-Birds-4-by-Neon

Nabarro LLP. 125 London Wall, canteen wall typographic 'Welcome Wall' time lapse hand rendering highlights.

Nabarro 125 London Wall canteen 'wonderwall'.

Nabarro-125-London-Wall-Full-Length-by-Neon
Nabarro-125-London-Wall-Welcome-Wall-2-by-Neon
Nabarro-125-London-Wall-Welcome-Wall-Detail-1-by-Neon
Nabarro-125-London-Wall-Welcome-Wall-3-by-Neon
Nabarro-125-London-Wall-Welcome-Wall-Detail-2-by-Neon
Nabarro-125-London-Sweet-and-Savory-Skyline-by-Neon
Nabarro-125-London-Food-London-skyline-1-by-Neon
Nabarro-125-London-Food-London-skyline-3-by-Neon
Nabarro-amazing-Maze-Wall-detail-9-by-Neon
Nabarro-amazing-Maze-Wall-detail-by-Neon
Nabarro-amazing-Maze-Wall-detail-8-by-Neon
Nabarro-amazing-Maze-Wall-detail-7-by-Neon
Nabarro-125-London-Wall-Word-Search-Wall-by-Neon-by-Neon
Nabarro-125-London-Wall-Word-Search-Wall-close-up-detail-of-hand-rendered-letterforms-by-Neon
Nabarro-125-London-Wall-Word-Search-Wall-hand-renering-WIP-by-Neon
Nabarro-125-London-Wall-Word-Search-Wall-Full-Wall-by-Neon
Nabarro-125-London-Wall-Seasons-Greeting-full-wall-by-Neon
Nabarro-125-London-Wall-Seasons-Greeting-wall-1-by-Neon
Nabarro-125-London-Wall-Seasons-Greeting-wall-5-by-Neon
Nabarro-125-London-Wall-Seasons-Greeting-wall-8-by-Neon
Nabarro-125-London-Wall-Seasons-Greeting-wall-7-by-Neon
Nabarro-125-London-Wall-Broadlaw-Cities-Wall-detail-4-by-Neon
Nabarro-125-London-Wall-Broadlaw-Cities-Wall-detail-5-by-Neon
Nabarro-125-London-Wall-Broadlaw-Cities-Wall-detail-3-by-Neon1
Nabarro-125-London-Wall-Broadlaw-Cities-Wall-detail-8-by-Neon
Nabarro-125-London-Wall-Broadlaw-Cities-Wall-poster

Nabarro LLP graduate recruitment campaign. Don't just warm a chair. Find the perfect seat.

By Dana Robertson Creative Director and Founder of Neon. Nabarro graduate recruitment campaign Choose The Perfect Seat. Nabarro approached Neon to create a graduate recruitment idea for their 2010/2011 graduate recruitment drive — intended to reach out to prospective candidates on campus, at Law Fairs, in the Law press and on-line. The new graduate recruitment campaign was based around the fact that Nabarro’s training contract consists of six four month specialism ‘seats’, rather than the traditional four. This enables trainees to gain valuable experience in a wider range of both specialist and core practice areas, so they can identify the specialism that is ‘perfect’ for them — as well as getting to know more people within the firm. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
Nabarro-Graduate-Campaign-Choose-The-Perfect-Seat-brochure-introduction-by-Neon
Nabarro-Graduate-Campaign-Choose-The-Perfect-Seat-brochure-Summer-Scheme-by-Neon
Nabarro-Graduate-Campaign-Choose-The-Perfect-Seat-brochure-building-your-career-by-Neon
Nabarro-Graduate-Campaign-Choose-The-Perfect-Seat-brochure-case-study-by-Neon
Nabarro-Graduate-Campaign-Choose-The-Perfect-Seat-brochure-Six-Seats-by-Neon

Nabarro LLP graduate recruitment campaign. Don't just warm a chair. Find the perfect seat. – animations.

Nabarro LLP graduate recruitment campaign. Don't just warm a chair. Find the perfect seat. Posters.

Nabarro LLP graduate recruitment campaign. Your future as a lawyer. Leave nothing to chance.

By Dana Robertson Creative Director and Founder of Neon. Nabarro LLP graduate recruitment campaign 'Your future as a lawyer. Leave nothing to chance.' highlighting the key benefits for graduates joining Nabarro LLP, illustrated by the signature dice graphics configured as the number 6 reflect the number of seats on offer. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Nabarro LLP graduate recruitment campaign. Your future as a lawyer. Leave nothing to chance – animations.

Nabarro LLP graduate recruitment campaign. Your future as a lawyer. Leave nothing to chance. Brochure.

Nabarro-Graduate-Campaign-Leave-Nothing-to-Chance-Brochure-and-Bag-by-Neon
Nabarro-Graduate-Campaign-Leave-Nothing-to-Chance-Brochure-by-Neon

Nabarro LLP graduate recruitment campaign. Your future as a lawyer. Leave nothing to chance. Website.

Nabarro-Graduate-Campaign-Leave-Nothing-to-Chance-Website-by-Neon
Nabarro-Graduate-Campaign-Leave-Nothing-to-Chance-Website-Pagea-by-Neon

Nabarro LLP graduate recruitment campaign. Your future as a lawyer. Leave nothing to chance. Posters

Nabarro LLP graduate recruitment short films.

Nabarro brand visual style refresh – paper models current full library gallery.

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