How do you create a new, innovative brand in a conservative business? As the first in Europe, private equity company Axcel has formed a group of business law firms with the ambition to innovate the industry by collaborating and investing in tech and AI. We were asked to create everything from name and strategy to identity and launch. Short after the launch, AGRD had gone from a blank canvas to a well-known legal brand, gaining attention in over 10 countries with more than 50 news articles, and sparking a European debate about the future of the business law industry.