Fortis Law - Piquant Ideas
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Before approaching Piquant to brand the company, Fortis Law faced problems communicating the reason behind their change of name. There was confusion both internally and externally which was affecting the business.

Fortis Law’s goal was to reposition the company to compete against foreign law firms and attract senior lawyers to join the firm.


A series of discussions to align management plans, employee goals and clients’ needs were conducted to gather better perception of the current brand and where they envision to be.

Through comprehensive interviews, it revealed that Fortis’s strength was their outreach and engagement with clients and were reliable and accessible. However, the first impression of the company did not portray
their strengths.

We capitalised on Fortis Law’s greatest assets to craft a clear message that differentiated the law firms. An actionable brand strategy that mapped out the short, mid and long term goals was created to achieve the brand vision. The soul for the brand stood strongly on values that resonated with employees and clients.

Professional, affable team that displayed trust and reliability was a USP we pushed for the brand. Disrupting the law industry from within was what we helped Fortis Law leverage on.


A new logo and colour palette was formed to evoke the positioning we established. We followed through a consistent identity across its corporate stationary, brochures, standee, flyer, bags and website creation.

Duxton 41 is all about a myriad of sensorial experiences, great conversations, guilt-free treats and thai silk fabric. With that, we crafted the corporate collaterals, packaging boxes, photography to match up to the persona.


Within a year, Fortis Law doubled its team, with several notable senior lawyers and middle management hires. The firm too garnered publicity through features on legal magazines and an exclusive showcase on Channel NewsAsia. Today, Fortis has expanded into India and Cambodia.

With the positive reactions from the Fortis Law branding, the client decided to rebrand its subsidiary, a will writing company to maintain consistency across its businesses.

Piquant created a brand architecture for the network of businesses under the Fortis brand and differentiated the will writing business with a different colour scheme and imagery style. We also created an infographic brochure to communicate the importance of having a will.