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“The Allotment are our trusted brand development experts for many of our new service solutions. We want to continue to lead in legal innovation and service to our clients so their role is vital as it helps our new approaches stand out in the market and enables us to communicate what is different and better about what we offer. They always display ingenuity, strategic understanding and creativity, and, more than this, they’ve delivered branding solutions that really engage with our audiences.”

Keith Hardie – Director of Innovation Marketing & Development. BCLP Law

A visual toolkit

The elements from the logo were used to create a visual language to communicate the practical benefits of the Cantilever solution.

BCLP Cantilever name and identity

A logo that feels highly practical with all the elements to help clients build a bridge between legal services and business growth.

BCLP Cantilever

Bridging legal operations and business growth

Cantilever is highly practical, purpose built solution that connects in-house legal operations and processes with a businesses people, strategy and commercial objectives.

Cantilever provides a full-service, bespoke legal operations consultancy that helps business identify what they need to change, where they need to focus and how they can deliver legal services more efficiently and effectively.

Cantilever combines highly experienced process engineers, data scientists and technologists with proprietary solutions, innovative approaches and the industry’s leading software platforms. The service helps design systems that automate high volume work, maximizes the use of data and analytics, and identifies and tracks the legal operations value-add.

Our role, again, was to develop a brand name for the new service as well as the brand identity and communications proposition. The brand concept was inspired by the thought that this highly practical service is essentially a bridge between legal services and business outcomes.

BCLP Cubed brochure

Simple die-cuts bring BCLP Cube’s Six key messages to life across print

BCLP Cubed gifs

A series of animated Gifs were created for the website and social media channels

BCLP Cubed website

Working with BCLP’s digital agency we designed the launch website which explains the 3 services and 3 benefits of BCLP Cubed.

BCLP Cubed name and logo

A hidden 3 captures the simplicity and intelligence of this legal solution

BCLP Cubed

Legal solutions to the power of three


Today legal problems and challenges are complex, multi-dimensional and dynamic. GC’s are looking for simple, end-to-end solutions from one legal expert who has a clear view of all the business angles and sees them from the client’s perspective.

The legal services required to solve these constantly evolving challenges requires high levels of expertise, the ability to deliver high volume work effectively while optimising legal operations.

No one company can deliver all of the above brilliantly, until now – Welcome to BCLP Cubed – Legal Solutions to the power of three.

Our specific role in this strategically vital service development was to develop the name, the brand proposition and communications to bring the new offer to life. Our approach stripped out any complexity and developed a brand based on 3 services and 3 key benefits. To package the solution we created a 3-dimensional cube, this became the inspiration for the name and identity.

Growing clarity and relevance for BCLP’s legal innovations

We’ve been the sole brand agency helping global law firm Berwin Leighton Paisner (BLP) for the past 10 years on a huge range of key brand, service and product innovation projects. In 2018 they merged with Bryan Cave to create Bryan Cave Leighton Paisner (BCLP), with over 1400 Partners in 32 offices. Now one of the largest top tier law firms in the world. Whilst their new brand was created in-house we have continued our strong partnership with a focus on product and service innovation.

Two examples stand out and are explained above. Our role has been to create the names, propositions, identities and marketing for BCLP Cubed and BCLP Cantilever. BCLP Cubed has recently received peer approval by winning the award for Best Business Innovation at the UK Managing Partner Forum Awards.