Overview
In 2021, Shearman & Sterling NYC headquarters saw the beginning of a transformation of the firms space. In parallel with the office space renovations, the firm also was elevating the global brand to reinforce their current position and engage clients in a new, refreshing way.
Sophisticated, simple, and confident describe the approach to “ReImagine,” a new visual identity for Shearman & Sterling. The in-house design team was tasked to embody elements of the old identity while setting the foundation for a new brand identity for a global presence.
Sophisticated, simple, and confident describe the approach to “ReImagine,” a new visual identity for Shearman & Sterling. The in-house design team was tasked to embody elements of the old identity while setting the foundation for a new brand identity for a global presence.
Process
The visual identity plays a significant role in shaping a dynamic and sophisticated environment featuring greater flexibility to foster partnerships and community in high performance workspaces. The new visual identity does what a good visual identity should ultimately do– connect people from around the world through a single narrative voice.
The graphic tool kit combines practicality, digital innovation and stature of the firm to deliver a memorable and recognizable experience. To bring the visual identity into now and beyond present day, my team and I collaborated on mood board designs, reviewing earlier brand styles and evaluating competitor designs. Additionally, we listened to and gathered insights from our internal departments across the international offices. Our findings led us to re-examine the former structure and implement a new visual identity system.
The graphic tool kit combines practicality, digital innovation and stature of the firm to deliver a memorable and recognizable experience. To bring the visual identity into now and beyond present day, my team and I collaborated on mood board designs, reviewing earlier brand styles and evaluating competitor designs. Additionally, we listened to and gathered insights from our internal departments across the international offices. Our findings led us to re-examine the former structure and implement a new visual identity system.
Outcome
Completed in just two years, in parallel with HQ renovations, the Shearman rebrand, "ReImagine" marks the continuation of what will be a global investment in the firm's culture and values. Since audiences will encounter the brand in a variety of contexts and forms, core values reflecting the unified brand system will be the most memorable. Integral to the redesign were core pillars including: sustainability, diversity, inclusion and accessibility features.
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