Five years after a significant change in branding, the firm found itself at another inflection point.
Cyril Amarchand Mangaldas
Law & Consulting
Brand Experience
Brand Refresh and Strategy
Corporate Films
Digital Collaterals
Repositioning
Brand World
Publication Design
Websites (UI/UX)
Brand Encultration
Internal Campaigns
Brand Architecture
Expansion
Cyril Amarchand Mangaldas (CAM), India’s largest and most influential law firm, has long been recognised for its leadership, legal excellence and institutional gravitas. Under the leadership of Managing Partner Cyril Shroff, the firm has consistently challenged convention in a sector steeped in tradition.
Five years after a significant rebrand, CAM engaged EuMo DesignIntelligence to evolve its brand once again, this time with a sharper ambition:
to build a digital-first, future-ready brand system capable of supporting scale, innovation and cultural plurality, while reinforcing the firm’s legacy and leadership position.
This programme was about enabling the organisation to move confidently towards its next phase of ambition.
The challenge was institutional alignment.
CAM’s legacy was its greatest strength. Yet, as the firm expanded across platforms, practices, people and geographies, the brand risked becoming static in an increasingly dynamic world.
Key tensions included
■ Balancing deep legal heritage with digital-first operations
■ Supporting innovation without appearing disruptive or informal
■ Creating coherence across multiple practices and voices
■ Engaging a new generation of talent without alienating senior leadership
■ Translating leadership intent into organisation-wide behaviour
The strategic question was clear
How does a legacy institution retain its leadership in a dynamic world, while preserving credibility, unity and trust?
EuMo applied its Design Intelligence framework by integrating strategy, systems, experience and culture into a single, cohesive programme.
Brand Strategy & Architecture
We designed a flexible brand architecture capable of holding multiple practices, initiatives and narratives without fragmentation. The system prioritised clarity, adaptability and long-term scalability.
Identity System for a Plural Institution
The identity system was deliberately designed to express plurality rather than sameness
■ A dynamic visual language that allows variation within a coherent framework
■ Custom typography balancing authority with modernity
■ A refreshed colour palette rooted in Indian cultural confidence
■ Modular motifs that preserve recognisability while enabling flexibility
This ensured the brand could evolve without losing its centre.
Digital-First Experience Design
The brand system was implemented across
■ Website and digital platforms
■ Intranet and internal communication systems
■ Mobile applications
■ Induction films and audio-visual storytelling
Each touchpoint reinforced a consistent, future-ready experience aligned to leadership intent.
Cultural and Organisational Enculturation
To move the brand beyond visuals, EuMo partnered with CAM to embed it into everyday behaviour
■ Employee induction and onboarding frameworks
■ Campus engagement and talent strategy
■ Internal brand adoption and leadership alignment
The brand became a shared organisational language, not a surface layer.
Cyril Amarchand Mangaldas emerged with
A digital-first brand ecosystem grounded in legacy and leadership,
A scalable identity system capable of accommodating growth and plurality,
Stronger alignment across partners, teams and platforms,
A brand that actively supports innovation.
This engagement demonstrates how Design Intelligence can move institutions towards their ambition, without eroding trust, authority or culture.
