Part 1: Why Consistency is the New Creativity in Legal Marketing from Epigram
At Epigram, we work with ambitious law firms across the UK, US, and offshore markets to elevate their brand presence through design-led thinking and smart communication systems. With deep experience in the legal sector, we help firms build strong visual identities, refine their messaging, and deliver consistency at scale – across continents, campaigns, and client touchpoints.
This article is part of a new thought leadership series, drawn from our latest report: Five Trends in Legal Sector Branding and Communications for 2025. In this series, we explore how legal marketing is evolving and offer practical insights for marketers and BD professionals navigating the changing landscape.
Why Consistency is the New Creativity
In 2025, legal marketing teams are prioritising one thing above all else: brand consistency. This doesn’t mean creativity is dead – far from it – but it does reflect a fundamental shift in how firms want to be perceived. While edgy campaigns once stood out, the sector is now focused on building trust through a coherent, credible brand presence across every channel.
From fee-earner bios to client alerts, proposals to social media banners, today’s law firms are doubling down on brand uniformity. Typography, colour palettes, tone of voice, and layout principles are being tightly governed. The goal? To ensure that no matter where a prospect or client encounters your brand, the experience feels familiar, professional, and intentional.
This isn’t just aesthetic. Consistency reinforces credibility. It signals to clients that a firm is reliable, considered, and confident in its identity. It also drives efficiency. With the rise of self-serve design platforms and AI-generated content, brand leaders need to protect equity by empowering teams to create high-quality, on-brand assets – without reinventing the wheel.
Balancing Consistency with Creativity
There’s a misconception that consistency stifles innovation. In reality, it provides the foundation for it. When teams are aligned on the core brand framework, they can find new ways to express the brand in standout moments – whether it’s a video-led campaign, a microsite, or a dynamic LinkedIn post series.
As the report notes, the risk isn’t creativity – it’s misaligned creativity. The biggest challenge for CMOs is not just getting buy-in for creative ideas, but ensuring those ideas amplify, rather than dilute, the firm’s core positioning.
What Legal Marketers Can Do Now
- Audit your current brand usage. Is it visually and verbally aligned across all outputs?
- Invest in branded templates and toolkits. Make consistency easy, not restrictive.
- Define what ‘on-brand creativity’ looks like. Establish creative guardrails and reference examples.
- Champion internal training. Encourage everyone from associates to partners to see brand as a shared responsibility.
The law firms that stand out in 2025 won’t be the ones with the loudest campaign – but those that achieve clarity and consistency with character. Brands that feel polished, human, and united will naturally command attention in a crowded, conservative market.
In the next article, we’ll explore how interactive content is making inroads into legal marketing, and why it’s still an underused advantage. Later in this series, we’ll cover tone of voice, the role of LinkedIn, and the hidden power of internal branding.
To read all the trends in one place, request a copy of the full report as soon as it launches by emailing us at design@epigram.co.uk.
