Fresh Branding, Transformed Vision

Their new tagline – One Region. One Vision. One ALN. – defines who ALN is, now and for the future. According to the alliance, the ALN brand evolution reflects the fundamental needs that clients are grappling with now and the major forces shaping the world for the future, from geopolitical upheaval to technological innovation.

“Collaboration and unity are what will lead to success. These are reflected in the ALN brand refresh. Clients can trust that we are an alliance that spans Africa and connects her to the world; that they can achieve anything with our unique combination of local and international expertise, intellectual rigour, and agility on their side,” said Dr Cheick Modibo Diarra, Chairman of ALN.

With the refreshed brand, the alliance has reimagined its approach on how it sees new global opportunities to help unlock value for clients who are doing business and investing across borders. They believe this will enable them to confidently work to build trust and deliver sustained commercial objectives in changing business and legal environments.

As an alliance of law firms that stands proudly for Africa while respecting local skills and competencies, ALN has already broken the mould by being open to bold disruptive ideas in pursuit of setting new standards and achieving excellence in their work. Recently they felt compelled to harmonise the brand, to reflect a change in the overall strategic vision and the transformation needed in Africa’s legal industry.

“As a professional firm that provides legal services, our people and their knowledge are critical assets in differentiating us from our competitors and in adding value to our service offering. They need to engage with our stakeholders at all levels of communication. Our reputation is not only created by what we do but also who we are, how we behave and what kind of emotions we trigger,” said Karim Anjarwalla, Board Director, ALN Kenya.

Arshad Dudhia, Board Director, ALN Zambia, echoed those sentiments: “Focusing on the clients’ needs is our primary objective. The new website is our clients’ first step in the journey to discovering who we are and what we do. It captures ALN in a simple and approachable way. We speak the language of our clients.”

ALN aims to be more than just an alliance of law firms, believing that their shared vision, ethos and expertise come together as one voice, with a common goal to achieve outstanding solutions for their clients no matter where they are in Africa or the world. At the same time they want to emphasise that their lawyers embody a Pan African mindset, are down to earth, pragmatic, responsive, innovative and are relentlessly determined.

To see the changes visit the new ALN.AFRICA website, and follow ALN on LinkedIn and Twitter.

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