Working collaboratively with the leadership teams, we conducted a deep dive audit of peers, competitors and the market. We also engaged colleagues and customers to better understand the internal and external perceptions of the businesses. We created a strategic brand platform with the positioning of ‘Thinking Beyond’ to express thinking beyond the status quo of how IP services are delivered as well as the current jurisdictions of the individual firms, and beyond. The new brand identity and design system is inspired by the previous CWB, PETOŠEVIĆ and Hahn & Hahn identities which merge synergistic shapes, angles and brand colours. The newly evolved CWB arrow symbolically represents the new positioning of ‘Thinking Beyond’ the boundaries of possibilities, to achieve ambition and raise the standards of IP services.