Lex Mundi Rebranding: A Benefit for the Clients of the Member Firms
Lex Mundi, the world’s leading network of independent law firms, announced the launch of its new brand identity. The repositioned brand focuses on a client-oriented strategy (as opposed to the previous one focused on bringing together top independent international law firms. The new strategy is supported by a new visual identity, a new tagline (“World Ready”), motto (“The law firms that know your markets”) and layout of communication materials, all reflecting the benefits of collaborating with the member firms of Lex Mundi, an association with global coverage and local expertise.
Lex Mundi’s new brand strategy seeks to build a premium global brand for legal services. The new messages express the value of Lex Mundi in client-focused terms and reflect the leadership, competitiveness, excellence and independent values of the Lex Mundi member firms. Thus, the clients of the Lex Mundi member firms have direct access to the know-how resources and innovative approaches in virtually any market in the world when seeking high-quality legal services outside their home jurisdictions.
NNDKP, the exclusive member for Romania of Lex Mundi since 1999, supports the network throughout the entire rebranding process, as the new brand strategy is consistent with the firm’s strategic approach, namely client focus, personalized services and integrated legal and tax advice. As a Lex Mundi member firm, NNDKP has access to an unmatched global reach of premier law firms, as well as to professional training and career development courses for the firm’s lawyers. The collaboration between NNDKP and Lex Mundi is supervised by Senior Partner Adriana Gaspar, who acts as Vice President of the Lex Mundi’s Managing Partner Committee for Europe, Middle East and Africa. Another firm partner, Ana-Maria Baciu, serves as Vice President of the Health Care Industries Practice Group for the same region.
An excellent example of the benefits clients obtain by accessing these cross-border capabilities and know-how is the rebranding process of a major Romanian antivirus software producer, a project coordinated by NNDKP’s Intellectual Property division (NNDKP IP). This project of great magnitude encompassed over 60 jurisdictions, due to the company’s international presence, and was related to the protection of its new trademarks in countries all over the globe. NNDKP IP played an essential role in this process by collaborating with some of the Lex Mundi member firms as part of a project that will last several years, until all the procedures for trademark registration are finalized in all jurisdictions.
