Principals launches a new brand identity for Singapore law firm, WongPartnership

Sydney based brand consultancy Principals has unveiled a new brand identity for top tier Singapore law firm, WongPartnership.

Principals won the project (in September 2011) in a competitive pitch and has completed the project in 4 months in time for WongPartnership’s 20th anniversary, in February. The new brand identity was launched at a cocktail party for 1000 clients, alumni and friends to celebrate WongPartnership’s 20 years in business.

WongPartnership is a ‘big four’ law firm in Singapore; it has achieved this position in a remarkable 20 years and in competition with firms that have a much longer heritage in Singapore.

The project was undertaken to reflect WongPartnership’s growing profile and ambitions in the region. It has opened offices in Abu Dhabi (2008), Beijing (2010), Qatar (2007) and Shanghai (2004).

Senior Partner, Alvin Yeo, Senior Counsel, said: “We looked for a firm with experience in our sector. Principals demonstrated they could work with us to create a new strategic positioning that reflects our culture and our personality; we are already hearing from clients the new identity does just that.”

The brand identity features a new logo, colour palette, language and imagery style. Principals undertook research with clients and employees to form the new brand strategy. It reflects WongPartnership’s distinctive drive and youthful energy – and it stands out in the market.

Sandy Belford, Strategy Director at Principals, said: “In a highly competitive market, WongPartnership has created a distinct position. In 4 hectic and stimulating months, we worked closely with their management to create a brand identity that is bold, fresh and engaging and is an authentic expression of who they are and what they do.”

The new brand identity is now being rolled out. WongPartnership’s new website went live on February 10th and all of the firm’s collateral will be rebranded throughout 2012.


For further information contact:

Tom Brigstocke
Managing Director
T: 0418 447 094

About Principals

Principals is a brand strategy and identity company with offices in Sydney and Melbourne.

Principals helps clients build authentic, stand out identities, digging deep to articulate their true personality and bringing it to life in their visual identity, language, behaviour and communications.

Principals’ services include: brand strategy, brand architecture, brand identity, brand messaging, brand communications, internal branding, brand guardianship, brand language and brand measurement.

Principals’ work includes rebranding NAB and Australian National University and the launch of the Greater Western Sydney Giants and WongPartnership. Other current clients include MLC, Lend Lease, Australia Post, Clayton Utz, ICAA, University of Newcastle, Local Government Shire Associations, The Trust Company, Brambles, FINSIA, and Sydney Symphony Orchestra.

Press Release - Principals - 6th March 2012

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