McCann FitzGerald
Rebranding a formidable force in law to go further.
With roots stretching back to the 1800s, McCann FitzGerald is a name that carries weight in Irish law. But with shifting legal landscapes and evolving client expectations, the firm recognised the need to refine its brand — sharpening its strategy, clarifying its voice and signalling its ambition to both clients and top legal talent. The challenge was to create a brand fit for the future, without losing the gravitas and authority of its rich and valued heritage.
The Challenge
Working with Genesis on the strategic foundation, McCann FitzGerald identified several brand communication opportunities.
Remove complexity – Legal concepts needed to be simplified and made more accessible, providing time-poor clients with straightforward, actionable advice.
Develop a distinctive tone of voice – Break through the formal, impersonal language typical of the industry, projecting authority while remaining approachable and human.
Modernise the visual identity – Reflect the firm’s dynamic, forward-thinking nature, while still honouring its heritage and prestige.
Attract top talent – Reflect ambition, opportunity and innovation, while remaining rooted in its longstanding legacy.
The Solution:
McCann FitzGerald needed an identity that truly reflected who they are — a firm that never stands still. “Go Further” became the driving force behind everything, their ambition, their attentiveness and their commitment to clients. This proposition filtered into every aspect of the new visual and verbal identity, defining how they would look, sound and show up in the world.
Brand Strategy and Tone of Voice
The brand strategy set a clear and confident direction for the rebrand, ensuring McCann FitzGerald’s identity was both authoritative and approachable. It shaped the tone of voice — how the firm communicates, advises clients and leads industry conversations — reinforcing their market-leading position. We created three simple, yet effective principles to bring this brand voice to life.
Visual Identity system
We crafted a distinctive visual system to help McCann FitzGerald stand out from the conservative norm and reflect the more modern, dynamic and diverse firm they had become. Reflecting and acknowledging their long history and heritage while ensuring longevity and an eye on the future.
Retaining the existing logo we developed a new monogram that conveyed sophistication and allowed for more flexible use across digital platforms, while the vibrant colour palette of navy, lavender, coral and yellow immediately communicates energy and modernity, setting the firm apart from traditional law firms.
The concentric circle device draws inspiration from McCann FitzGerald’s Riverside One iconic location and its circular atrium running through the building. But more than that, the circle represents McCann Fitzgerald’s holistic method, a One Team approach that brings together all their individual expertise to achieve a 360˚ view of their clients’ challenges.
As a visual representation of ‘Going Further’, the ripple pulse demonstrates McCann FitzGerald’s outward impact, for their people, their clients and their communities. This device is combined with a typographic style blending elegant serif and modern sans-serif typefaces, creating a perfect balance of sophistication and freshness.
Brand in Action
The new identity now shines across all touchpoints:
- A revitalised website with intuitive navigation and compelling storytelling
- Thought leadership content featuring dynamic layouts and engaging visuals
- A fresh approach to social media highlighting expertise and industry impact
- Updated client materials reflecting clarity and professionalism
- A compelling employer brand that showcases the firm’s commitment to growth and innovation
The Result
The rebrand has given McCann FitzGerald a clear, confident voice that supports its storied legacy while positioning the firm for the future. Their evolved voice and visual language, centred around the proposition Go Further, not only honours the past but signals McCann FitzGerald’s commitment to progress, for their clients, employees and future talent. In a world of legal firms that look and sound the same, McCann FitzGerald is now one that unmistakably goes further.
“We approached RichardsDee for a refreshed visual identity and from the beginning, their team brought an impressive level of collaboration and design thinking to the table. They took the time to understand the firm and engaged us in a seamless, creative process that made us feel like true partners. The result is a striking and cohesive visual identity that not only aligns with our strategy but elevates how we’re perceived in the market. We couldn’t be happier with the outcome and the journey to get here.”
Una Ryder
Director of Marketing and Business Development, McCannFitzGerald
