Freshfields Bruckhaus Deringer

Freshfields Bruckhaus Deringer (Freshfields) is one of the largest multinational law firms. With a score of 7.28, it comes in at number 27. Interestingly, it is the only law firm featured in the top 50.

Freshfields shines bright for its bold personality, standout visual style and consistent execution of its identity. It has an innovative personality which is reflected in the messaging and colourways on its corporate website, making it distinctive versus other law firms. There is a clear opportunity for Freshfields to develop more ownable values. For a brand that emphasises innovation, the values feel lacklustre, corporate and uninspiring (e.g. ‘We aim to add value in everything we do’). In terms of ESG, Freshfields has several case studies documenting how it helps its clients address climate change, human rights, sustainable finance and corporate governance. However, when it comes to ESG assessment, there is a lack of an overarching strategy, especially in terms of how business governance impacts its employees.