a tale of endless possibility

One of the world’s most innovative law firms, Vario Pinset Masons wanted a more people-centric approach to their brand – one that would connect emotionally with their audience – no mean feat when the audience is made up entirely of freelancers. They wanted to create a sense of community and identity, echoing their professional values and ensuring all felt valued and connected.


By carrying out in-depth interviews with a cross section of existing freelance lawyers, we analysed the data, identifying their individual attributes, motivations, dreams, fears and behaviours. We validated our findings amongst the larger Vario base, developing an objective, human understanding of what their audience needed. Bretom designed eight Vario personas to provide a platform upon which we could build a deeply personal brand, reflecting the myriad of individual stories to create a sense of community and belonging.


Bretom crafted a brand concept reflecting the work of today: Law. Endless Possibilities; relaunching Vario’s website with engaging animation and a decisive PR strategy to attract and retain the right legal talent. Our creative team enhanced and personalised Vario’s candidate recruitment experience, offering thoughtfully designed and branded Welcome Packs. We also structured and managed a bi-monthly newsletter that provides the sense of community and belonging that can sometimes be elusive to a freelancer.


“We are delighted with the end results of this project. Our brand has been completely transformed into a vibrant, modern and professional, yet fun one; which perfectly matches up to the service we offer and our intended positioning. Furthermore, the strong underlying concept helps us to tell the right story and shapes all of our messaging.”

Adam, Head of BD & Marketing, Pinsent Masons Vario

“Our intention was to develop a world-class employee engagement strategy, complicated by the fact that our ’employees’ are all freelancers. Following our brand relaunch and new engagement initiatives, we now receive regular feedback that our brand is the strongest in the market, leading directly to a 71% increase in the number of lawyers choosing us for their freelance career. We are delighted with the results Bretom has delivered.”

Matthew, Director, Vario