Highlighting the essentials

How Basham unveiled 95 years of strength and stability.





Basham, Ringe y Correa

Basham, Ringe y Correa, one of the Mexico’s largest and most prestigious law firms, faced a significant gap between how the marketplace perceived the firm and the quality of its marketing communications, particularly when compared to international competitors with increasingly sophisticated branding.

We led a major redesign of the firm’s identity and developed a brand story to bring the core values to life throughout its 20 plus practices.

The communications highlight the firm’s 95-year heritage while establishing a more dynamic, forward thinking culture, which also reflects a younger than average age per partner and the firm's acknowledged leadership in global affairs.

The brand essence, “Global Vision,” seeks to encapsulate Basham's multi-disciplinary and international approach, while at the same time serving as an important underlying message aimed at getting the partners to work more closely together and cross sell more effectively.

The rebrand received significant media attention from the legal community in Mexico.