Your situation
Making expertise visible, with style.
Clients choose their advisers on competence and trust. Visibility matters, but it must suit the profession and respect the professional rules on advertising, which vary from country to country. We create a presence that shows expertise without raising its voice.
The market for legal and tax advice is changing: client relationships are less taken for granted, companies compare offers, and legal tech and AI are changing processes and expectations. Many firms also face succession or a merger. Partners ask how to make their specialisation recognisable, how to attract young talent and how much personal visibility suits their professional self-image. Throughout, the presence must show the firm's personality while remaining compatible with the applicable professional rules.
What we do for you
- Firm identity and corporate design
- Website with practice areas and team profiles
- Thought leadership, newsletters and publications
- Press and media relations
- Recruitment of trainees and specialists
- Client events and seminars
The sector in figures
7,265
lawyers in Austria, plus 2,370 trainee lawyers (31 Dec 2025)
167,547
lawyers in Germany (1 Jan 2026)
6,205
notaries in Germany (1 Jan 2026)
89,549
tax advisers in Germany (1 Jan 2026)
Sources: ÖRAK; BRAK; Federal Chamber of Notaries; Federal Chamber of Tax Advisers.
Typical challenges
Making specialisation recognisable
Many firms list numerous practice areas and therefore appear arbitrary. Firms that want targeted enquiries need to set priorities and show for which situations and mandates they are particularly well equipped.
Not being able to name results
Because of confidentiality and professional rules, successes often cannot be presented in concrete terms. Without references, competence has to become visible in other ways, such as articles, talks, a clear account of how the firm works, and personality.
Personality instead of uniformity
Many law firm websites resemble one another in imagery and wording. Yet the choice of adviser is personal: prospective clients want to sense whom they will be working with before they get in touch about an often confidential matter.
Attracting trainees and staff
Trainee lawyers, trainee tax advisers and firm staff have a choice. Firms that do not credibly show their training, working culture and prospects lose good people to larger or better-known firms.
The psychological perspective
Authoritative yet approachable.
Clients often turn to their advisers in difficult situations. Communication that understands this comes across as authoritative while remaining approachable. We combine the precision of communication science with an understanding of how competence and trustworthiness are actually perceived.
What we pay particular attention to
Professional rules in view
We take the professional framework for law firm marketing in each country into account.
Expertise over self-praise
Substantive content and publications persuade more lastingly than any advertising claim.
Discretion
Client relationships remain confidential. Our entire way of working is built on that.
Rules by market
Austria
For lawyers, sections 47 to 49 RL-BA 2015 govern advertising: it is permitted if true, objective and compatible with the honour and standing of the profession. Sensationalist advertising and comparative advertising naming other firms are prohibited, among other things.
Germany
Under section 43b BRAO and section 6 BORA, advertising is permitted insofar as it informs objectively about professional activity. Clients may be named only with their express consent. Notaries and tax advisers are subject to their own rules.
Switzerland
The Lawyers Act (BGFA) contains professional rules that also apply to advertising. We check the relevant provisions in full before the first assignment and agree the implementation with you.
South Tyrol (Italy)
In South Tyrol, the professional rules of the Italian chambers apply. We check these with our partners and with you before the first assignment, before any content or advertising materials are published.
The notes on professional rules are guidance for our communication work and do not replace legal advice in an individual case. As of October 2026.
How we work with you
Defining the profile
In conversations with the partners, we clarify focus areas, target mandates and the firm's self-image before any design work begins.
Observing professional rules
We record which advertising rules apply to your profession and country and submit statements that need checking to you for approval.
Turning expertise into content
Together we plan articles, newsletters and events. We edit your texts so that they become clear and worth reading for your target groups.
Discreet delivery
We work with clear confidentiality rules, minimal access rights and agreed approval routes so that client information remains reliably protected in every project phase.
Typical projects
New identity after founding or merger
Name, corporate design, website and firm materials for a newly founded or merged firm that wants to bring different cultures together and present itself as one.
Professional publications and newsletters
Concept, editing and design of articles, client briefings and newsletters that showcase your expertise regularly, through to books or e-books with the in-house v+m Verlag.
Website, focus areas and team profiles
A clearly structured website that explains practice areas in plain terms, introduces the team personally and shows prospective clients how working together actually proceeds.
Events and professional seminars
Planning and communication of client events, seminars and talks, from invitation and materials to follow-up, factual and in the firm's own tone.
Frequently asked questions
Is advertising by law firms permitted at all?
Yes, within limits. Objective information about professional activity is generally permitted in Austria and Germany, whereas sensationalist or misleading advertising is not. Notaries, tax advisers and auditors are subject to their own professional rules. We follow these requirements. Please clarify individual legal questions with your chamber or your own legal advisers.
May we name clients as references?
Only with their express consent, and even then restraint is advisable. In Germany, section 6 BORA expressly requires this consent. We recommend showing competence through substantive content, areas of focus and anonymised descriptions of typical questions instead. Whether a specific mention is permissible is a matter for your chamber or legal advisers.
How visible should individual partners be?
Mandates are entrusted to people, not logos. Personal profiles, talks and articles therefore usually strengthen trust. How much personal presence is appropriate depends on the firm's culture and strategy. We clarify in advance who wishes to be visible and make sure the shared identity remains recognisable.
How do you ensure confidentiality?
On request we work under confidentiality agreements, restrict access to documents to the project team and need no case details to create good content. We phrase examples so that no conclusions about individuals can be drawn. Responsibility for professional secrecy remains with you; we support it consistently.
Related services
Markets
Other sectors
