Country Base: Australia
Industry/Sector/Keywords: Legal, Accounting, Professional Services
Below: Before and After Images in Slide Show, Summary, Credits


Industry Setting

Greenwoods & Freehills was a leading specialist tax practice in Australia, with close affiliations to the global law firm formerly known as Freehills.

Despite these affiliations, Greenwoods & Freehills had its own distinct personality and audiences, as befitting the tax crowd and their needs. And being a tax specialist, Greenwoods & Freehills also found itself working alongside law firms other than Freehills when a matter or transaction requires it.


After Freehills merged with another law firm, Herbert Smith, in 2012, Greenwoods & Freehills similarly became Greenwoods & Herbert Smith Freehills.

This provided the firm with the challenge – and indeed, opportunity – to go well beyond a simple name and logo change. It needed to develop an identity that was related to, and yet distinct from, that of Herbert Smith Freehills.


Plainly exceptional.

Research led to the brand idea, ‘Plainly exceptional’. This underpinned both the creative expression of the brand identity and the user experience for the new website.


Above all else, Greenwoods & Herbert Smith Freehills provide solutions.

The logo and key graphic device represent an equation that equals the tax advisory expertise their clients require.

The new identity and website supports Greenwoods & Herbert Smith Freehills in the great work they do – which was recognized in Australia’s The Financial Review Client Choice Awards 2015 – while reflecting and complementing the identity of their affiliated firms.


Client: Greenwoods & Herbert Smith Freehills –
Business Development Manager: Betsy Rumble
Chief Operating Officer: Mary Anne Terry
Managing Director: Tony Frost

Brand Strategists/Designers: Folk –

Creative Director: Graham Barton
Design Director: Daniel Massey
Graham Barton
Daniel Massey
Finished Artists:
Chris Magus
Mike Cheeseman
Account Director: Carolyn Pitt