• Transform magazine
  • December 06, 2023


Principals designs identity and position for Drew Network Asia


Branding design agency Principals has created a visual identity for regional legal network, the Drew Network Asia (DNA).

In March 2020, three well established South East Asian law firms – Drew & Napier from Singapore, Shearn Delamore & Co. from Malaysia, and Makarim & Taira S. from Indonesia – formed an alliance to launch a blue chip regional legal network, Drew Network Asia (DNA). The alliance sought to create a network brand that embodied the distinctive positioning of three pillar firms, which were stalwarts in their own countries, and well-known regionally.

Principals created a visual Identity and worked across the implementation, website design and build with the identity applied to the DNA website and a suite of collateral to create a strong brand presence throughout Asia. The website introduced DNA as the ‘Cross border firm.’

“The DNA brand is premium and strong, with a unique hero image style that reflects the integration of expertise offered by the alliance. It draws on the common strengths of the partner firms within the network,” says Simong Wright, Principals creative director.

“The resultant visual identity and positioning speak clearly to our mission of helping clients in cross-border situations and epitomises the ‘blue chip’ nature of the network,” adds Madhu Rai, Drew & Napier’s head of marketing and communications.

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