A Fresh Direction for Irish Corporate Law Firm

Client: BHSM

Project Information

  • Brand Strategy,
  • Branding,
  • Print,
  • Art Direction,
  • Content,
  • Website in collaboration with Friday,
  • Photography Finn Richards

The Challenge

Founded in 2012, Baily Homan Smyth McVeigh (as they were known then) is a corporate law firm based in Dublin. Fast-growing and ambitious, it was felt the brand no longer reflected their business and vision for the future. Bossanova was approached to take a fresh look at their brand and position the Firm for their next chapter.

Our Response

The partners had built a business with a strong, healthy people culture at its heart. To bring their people on the brand journey, we began with staff engagement. We facilitated a workshop for staff and partners where we got under the hood of the brand and business, and explored how they’d like to see the Firm develop and grow. The outputs of this workshop were invaluable in informing our creative brief.

We first addressed the Firm’s name, which was long and difficult to recall. As there was 8 years equity built up in the name, we recommended a transition to BHSM. With their new name, we created a brand identity to compete on the international stage and reflect the energy of BHSM’s dynamic team and progressive nature.

To bring the brand to life online, we collaborated with digital agency (and our neighbours), Friday. We created content to capture BHSM’s client-centric approach and commitment to service and solutions, while introducing photography that balances  professionalism with personality. The result is a confident and unified brand that positions  BHSM strongly for future growth and success.


“We decided to undertake a complete rebrand and associated redesign of our website.  We met with a number of agencies to see who would be the best fit for us. Bossanova stood out as they had an excellent portfolio of work, had great ideas and a vision on how they wanted the Brand to reflect our core values.

 Joan, Eimear and Emily managed the entire process from start to finish and recommended a selection of reliable suppliers who we are continuing to use. We are absolutely delighted with the results and would happily recommend them to anyone.”

Mark Homan, Managing Director, BHSM