Challenge
Proskauer has long been recognized as one of the world’s leading law firms, but the firm had evolved far beyond its brand. As the business sharpened its focus around private capital, expanded its global platform and invested in growth, the brand no longer aligned with the firm’s trajectory—there was an opportunity to elevate its momentum, collaborative culture and distinctly commercial approach. Proskauer needed a brand that reflected who it had become—and where it was headed.
Insight
Through extensive interviews with clients, partners and firm leadership, we uncovered a defining truth: clients didn’t simply value Proskauer for its legal expertise—they valued how the firm worked. Again and again, we heard that Proskauer combined exceptional technical rigor with an unusually collaborative, commercial and human approach. Whether navigating complex transactions or high-stakes litigation, the firm consistently paired deep expertise with practical judgment, seamlessly bringing together the right people to help clients move forward.
Solution
We built the brand around a simple but powerful idea: Ambition in Action. It reflects the firm’s role as the partner that helps ambitious organizations turn opportunity into progress. The new brand presents Proskauer as the firm it has become—a confident, modern leader built around commercial thinking, seamless collaboration and forward-looking perspective. A refreshed visual identity brings it all to life through a sophisticated design system that reflects the firm’s premium positioning while providing a flexible foundation for the future.
