Redefining Asian Business for Herbert Smith Freehills


Herbert Smith Freehills commissioned n/n to produce a major white paper that would showcase the depth of their strategic thinking and the expertise of their Asia-Pacific practice. The aim 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.

Our role included:

  • Working with senior partners from HSF’s Asia-Pacific practice to identify core trends across regional geographies and core industry sectors
  • Developing a narrative around four new categories of business driving change in the Asia-Pacific region, and increasingly across global commerce:
    • The Old Guard
    • The State Standards
    • The Young Innovators
    • The Asset Hunters
  • Conducting extensive background research to develop illustrative case studies and collate data for punchy infographics that would bring home the power and originality of the approach
  • Writing a landmark white paper of around 8,000 words and presenting its key findings at the biannual HSF Partners’ Conference

Redefining Asian Business was a flagship publication for Herbert Smith Freehills and firmly established the quality and originality of thinking evident among partners in its Asia-Pacific practice, positioning it to win repeat and new business from a range of clients in the region and globally.

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