Michael
Dunn.
Work
Rebranding newly combined firm Norton Rose Fulbright
The challenge
In 2013 Norton Rose and US firm Fulbright & Jaworski combined to become Norton Rose Fulbright. The merger created one of the world's largest law firms, but two distinct identities, two cultures, and two sets of brand assets needed to become one — coherently, globally, and fast.
What I did
I led the work to redefine the firm's brand identity from the ground up. This included updated positioning, a new firm name and logotype, a unified visual identity system, and rollout across every brand touchpoint — marketing literature, website, email, presentations, signage, and office environments.
I was responsible for all communications around the change, all training programmes, and full implementation across 50+ offices worldwide. Working across regions meant aligning diverse stakeholders with competing priorities and building adoption through enablement rather than mandate.
The outcome
Complete identity rollout with 100% adoption within six months across 50+ offices globally. By the end of 2013 Norton Rose Fulbright had become a top 3 global legal brand, achieving a significant increase in client awareness and favourability (Acritas brand research).
Results
- 100% brand adoption across 50+ offices within 6 months
- Top 3 global legal brand ranking (Acritas)
- Significant increase in client awareness and favourability
Discipline
Brand identity
My role
Strategy
Design
Rollout
Training
Practices
Brand strategy
Visual identity
Brand governance
Change menagement
Global roll-out
Skills
Stakeholder alignment
Cross-regional leadership
Training & enablement
Identity systems
Impact
100% adoption in 6 months
50+ offices
Top 3 global legal brand
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026
Work
Rebranding newly combined firm Norton Rose Fulbright
The challenge
In 2013 Norton Rose and US firm Fulbright & Jaworski combined to become Norton Rose Fulbright. The merger created one of the world's largest law firms, but two distinct identities, two cultures, and two sets of brand assets needed to become one — coherently, globally, and fast.
What I did
I led the work to redefine the firm's brand identity from the ground up. This included updated positioning, a new firm name and logotype, a unified visual identity system, and rollout across every brand touchpoint — marketing literature, website, email, presentations, signage, and office environments.
I was responsible for all communications around the change, all training programmes, and full implementation across 50+ offices worldwide. Working across regions meant aligning diverse stakeholders with competing priorities and building adoption through enablement rather than mandate.
The outcome
Complete identity rollout with 100% adoption within six months across 50+ offices globally. By the end of 2013 Norton Rose Fulbright had become a top 3 global legal brand, achieving a significant increase in client awareness and favourability (Acritas brand research).
Results
- 100% brand adoption across 50+ offices within 6 months
- Top 3 global legal brand ranking (Acritas)
- Significant increase in client awareness and favourability
Discipline
Brand identity
My role
Strategy
Design
Rollout
Training
Practices
Brand strategy
Visual identity
Brand governance
Change menagement
Global roll-out
Skills
Stakeholder alignment
Cross-regional leadership
Training & enablement
Identity systems
Impact
100% adoption in 6 months
50+ offices
Top 3 global legal brand
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026
Work
Rebranding newly combined firm Norton Rose Fulbright
The challenge
In 2013 Norton Rose and US firm Fulbright & Jaworski combined to become Norton Rose Fulbright. The merger created one of the world's largest law firms, but two distinct identities, two cultures, and two sets of brand assets needed to become one — coherently, globally, and fast.
What I did
I led the work to redefine the firm's brand identity from the ground up. This included updated positioning, a new firm name and logotype, a unified visual identity system, and rollout across every brand touchpoint — marketing literature, website, email, presentations, signage, and office environments.
I was responsible for all communications around the change, all training programmes, and full implementation across 50+ offices worldwide. Working across regions meant aligning diverse stakeholders with competing priorities and building adoption through enablement rather than mandate.
The outcome
Complete identity rollout with 100% adoption within six months across 50+ offices globally. By the end of 2013 Norton Rose Fulbright had become a top 3 global legal brand, achieving a significant increase in client awareness and favourability (Acritas brand research).
Results
- 100% brand adoption across 50+ offices within 6 months
- Top 3 global legal brand ranking (Acritas)
- Significant increase in client awareness and favourability
Discipline
Brand identity
My role
Strategy
Design
Rollout
Training
Practices
Brand strategy
Visual identity
Brand governance
Change menagement
Global roll-out
Skills
Stakeholder alignment
Cross-regional leadership
Training & enablement
Identity systems
Impact
100% adoption in 6 months
50+ offices
Top 3 global legal brand
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026