Bringing together two legal brands and optimizing the advantage.

In summer 2025, Frost Brown Todd and Gibbons agreed to merge to become FBT Gibbons, bringing together two established law firms with distinct cultures, teams, and market positions.

The challenge we faced was much more complex than simply combining two brands under one name and identity. Our task was to help the team optimise the value of the merger and manage the risks of misalignment and lack of clarity.

To grasp this opportunity, the leadership team needed to give people a sense of what the newly merged firm stood for, where it was going, and what that meant for clients and those building their careers. It meant finding the common ground and using it as leverage to create something everyone could rally behind.

Through extensive engagement across the team a clear thought emerged. A point of alignment between the vision the FBT Gibbons team and their clients.

Advantage Starts Here.

This was the beginning of a new story and platform for a consistent way to speak about growth, opportunity, and what comes next.

A re-energised purpose and mindset gave the new firm a strong foundation, while a cohesive brand system helped reinforce their distinctive position in the market, with room to evolve as the business grows. The tools and controls are also in place to keep brand communications aligned and consistent.

Ultimately, the FBT Gibbons leadership has a shared direction to unite both organisations behind, and clients and employees can see their place in the future they are building.

The insight

Mergers often focus on structure, systems and operations. The organisations that realise the greatest value are those that invest equal energy in gaining alignment and creating clarity around who they are becoming.