Beyond the logo: Delivering a rebrand that resonates

In a crowded market where many firms appear the same, brand clarity is a competitive advantage. Join us for a candid panel discussion with three senior marketing and business development leaders who have led high‑stakes rebrands and positioning shifts at leading professional services firms. We’ll go beyond logos to unpack how firms truly differentiate—and what it takes to deliver a rebrand that sticks with partners, clients, and talent.

The panel’s chair, Charlotte Sansom of Dechert, will be joined by three exceptional senior marketing leaders: Craig Annis of A&O Shearman; Katherine D’Urso of Freshfields; and Natasha Davies of PwC.

Our panellists will share their real-life experiences of delivering a rebranding project and provide practical guidance based on lessons learned. We’ll discuss launch strategies (big bang vs. phased), decision-making models that work, market research, employee and client engagement, measurement and ROI, as well as visual identity, tone of voice and more. If you’re preparing for a rebrand, refreshing your positioning, or aiming to sharpen what your firm uniquely owns in the market, this session will help your understanding of shaping firm positioning.

We hope you can join us.