Problem:
Fortis Law was on a trajectory of growth despite stiffening competition in Singapore with the influx of foreign law firms. It took an internal brand discovery process to find the key to its next level success – a compelling narrative to attract new hires and overseas partners alike, whilst showcasing their legal prowess across specialisations to solve clients’ legal needs.

Solution:
Through comprehensive interviews and surveys, and a series of discussions to align management’s plans, employees goals and their clients’ needs, Piquant capitalised on Fortis Law’s greatest assets to craft a clear messaging that differentiated the law firm, and an actionable strategy to achieve the brand vision. The soul for the brand stood strongly on values that resonated with employees and clients. With an emphasis on a professional and affable team that displayed trust and reliability.

Results:
Within a year, Fortis Law doubled its team, including several notable senior lawyer and middle management hires. The law firm also garnered publicity through features in legal magazines, and an exclusive showcase on Channel NewsAsia. Till date, Fortis has expanded overseas into Myanmar and Cambodia.