the identity we came up with for beachcroft was the culmination of nine months' research, refinement and redesign. the brief was to reflect the firm's two main traits of openness and agility, whilst presenting the facts that they are progressive and easy to engage with, without losing sight of them being a law firm with gravitas... a tough brief if ever there was one. however, we took all of these traits and used them to steer us through weekly meetings where we presented and redefined the work we produced. quite soon into the project it became obvious to us that although the brief should form the foundation of our design, there was a further element to beachcroft's personality: it's collective knowledge. as one of the partners puts it, it's like a client walking in the front door of our bristol office and leaving by the back door of our leeds one. even if the team you are working directly with don't have exactly the industry or market experience you have, someone in the 1,400 partners and staff at beachcroft will. so, with many offices and many fields of expertise you can get closer to what you need by working with beachcroft. we translated this as a firm with many facets, one face. this was demonstrated in the design by everything we produced being randomly supplied in four colours. the letterheads, and business cards and brochures and everything we did all appear in four colours. it's a simple execution, but a powerful one.