Kümmerlein Anwälte & Notare
Winner
Excellence in Brand Strategy and Creation
Brand Strategy of the Year
Credits
Company / Customer
Agency / Design
Details
A leading mid-sized law firm with 60 independent partners, facing the question of how to manage complexity without losing individuality. In a comprehensive brand process, the brand became an organizing principle. The new brand promise “Make it simple, but significant” translates legal excellence into clarity, attitude, and decision-making. The design deliberately breaks with law firm clichés: no metaphors, no staging, but real people and clear principles. The result is stronger collaboration, greater employer appeal, and a renewed perception among clients. Brand as a tool. Not a façade.
The Jury‘s Statement
In a market shaped by formulaic appearances and professional distance, Kümmerlein uses brand as a management tool. The process creates a shared understanding of attitude, language and decision-making for a partnership-organised law firm. With de-positioning away from legal sector clichés and a clear design system, this direction becomes binding across all touchpoints. This is where the project’s particular strength lies: the brand structures complexity without flattening individual expertise.
