The Jenner & Block Guide to London – Brand Identity and Print Production

In 2025, Jenner & Block’s London office celebrated its 10th anniversary. To help commemorate the occasion, the London team wanted to create a printed travel guide highlighting their favorite attractions, restaurants, and pubs in the city. Initially inspired by a major client’s impending move to London, the guide has since become a unique gift to visiting attorneys, clients, and other friends of the firm. 

The brief was to create a fun, London-specific sub-brand tying together the city’s rich visual history and the firm’s existing brand in a printed book that highlights the local hospitality for visiting lawyers and clients.

Project Scope

– Discovery & Strategy
– Sub-brand Creation
– Illustration
– Print Production

I was brought in as the creative lead and was given free rein to bring the project to life. Getting there required overcoming a few design challenges. 

First, as a fun one-off publication, I needed to make the book feel distinct from the traditional Jenner & Block brand without completely abandoning the firm’s look and feel. I kept the core color scheme, a bright blue and a deep navy, while adding a playful set of London-specific icons and dividers and adopting a new typographic scheme.

Miles Newlyn’s New Atten typeface, a modern reinterpretation of Johnston and Gill Sans, the two iconic British sans serifs of the early 20th century was perfect for the job. New Atten’s angled terminals evoke the strokes of a broad nib pen, giving the typeface a subtle humanistic flair. As such, it works equally well across headlines and body text, helping tie the book’s design together.

No travel guide would be complete without a good map, and this presented the biggest design challenge of all. To create the map, I generated a spreadsheet of all the recommendations, which I then imported into a custom Google Map. I lined this up in Adobe Illustrator to add the stylized pins to my own rendering of Central London in keeping with the visual style of the book.

In the increasingly digital world of Big Law, The Jenner & Block Guide to London is an endearing and tangible reminder of the humans behind the filings and briefs.