Herbert Smith Freehills defining asian business report

Herbert Smith Freehills, a global law firm, wanted to showcase the depth of its strategic thinking by viewing the business landscape of Asia-Pacific in a wholly new way.


A white paper that created four new categories of businesses that are driving change in the region.


A flagship publication for the firm that firmly established the quality and originality of thinking evident among its partners in its Asia-Pacific practice, and that positioned it to win repeat and new business from a range of clients regionally and globally.

What we did:

Herbert Smith Freehills commissioned us to produce a major white paper that couldn’t have been more ambitious: to redefine the entire Asia-Pacific business landscape in four new paradigms, to be illustrated with trenchant examples and a range of novel infographics, tied together with a compelling narrative.

This project saw us work with senior partners from HSF’s Asia-Pacific practice to identify core trends across regional geographies and core industry sectors, and create a narrative around four new categories of businesses driving change in the Asia-Pacific region, and increasingly across global commerce: The Old Guard; The State Standards; The Young Innovators; The Asset Hunters.

We conducted extensive background research to develop illustrative case studies, and collated data for punchy infographics to bring home the power and originality of the approach. The project culminated in a landmark white paper of around 8,000 words, whose key findings were presented at the biannual HSF Partners’ Conference.

For more information, please see: https://www.herbertsmithfreehills.com/latest-thinking/redefining-asian-business

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