Mallesons.
Branding agency Principals has created a brand relaunch and campaign for legal firm Mallesons.
Founded in Australia in 1832, Mallesons Stephen Jaques in 2012 joined forces with China’s King & Wood. In 2025, the two firms parted ways with Mallesons requiring a rebrand.
“This is a very significant moment in our near 200-year history,” said Mallesons chief executive partner Renae Lattey.
“Finding the right agency partner to support us in stepping into this new era as Mallesons, and showing the market what we stand for, was an important decision.”
Following a competitive pitch in late 2025, Principals was appointed to deliver a rebrand for Mallesons, to help define and express the firm’s vision.
The scope of the engagement included brand strategy, brand identity and a launch campaign.
The Principals team conducted a series of brand strategy workshops and participated in board sessions to help articulate a 10-year direction for the firm.
“With this project, we’ve definitely felt the weight of the moment,” said Principals group strategy director and principal Tim Riches
“This is a business with a multi-generation history of market leadership, a truly storied firm, with a rare brand mystique you have to be careful not to squash. Throughout the process, the Mallesons team has been ambitious, decisive and highly engaged.”
Within it, the M in Mallesons acts as a monogram; optimised for digital spaces and able to take on the role of brand shorthand.
“It was critical to elevate the sense of craft and excellence that has formed the foundation of the Mallesons brand,” said Principals creative director Rachel Terkelsen.
“In addition to that rich heritage and tradition, we have injected a contemporary feel that speaks to the firm’s future focus and real-world impact. We landed on an identity that is distinctive and category-disruptive, fitting for a brand that’s in a class of its own.”
The branding draws on a colour palette including muted and dark purple tones.
“Always speaks to reliability, leadership and commitment, with a nod to the firm’s go-to status for the most consequential work. Above all, Always expresses the sense of unparalleled confidence the Mallesons brand delivers,” said Riches.
The Always campaign will roll out across April in airport lounges and business media, including The Australian Financial Review. The campaign will evolve throughout 2026, with media strategy and buying overseen by Spinach.
“The Principals team has risen to the challenge every step of the way, demonstrating true care and commitment to the quality of work, with clear rationale and obvious insight into our firm, clients and competitive challenge,” said Lattey.
“We are very proud of the new brand, which aligns with our vision to be the firm most trusted with your future in a world that never stands still.”
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