Makinson D’Apice, a law firm, had an outdated brand that did not reflect the modern capabilities of the practice. Partners and staff were reluctant to use the firm’s marketing materials as they hindered, rather than aided, their efforts to win new business. We developed a new brand promise, the distinctive ‘Arrowhead line’ visual identity to support it, and a complete suite of marketing and communication materials that they enthusiastically took to market.