Saudi legal firms tend to present themselves as service directories; long, undifferentiated menus that leave a prospective client unable to tell one firm from the next. Ejabah had the track record, but its old brand didn't match it. We solidified Responsibility as the core principle behind the brand; answering a need before it's voiced, and cutting through legal uncertainty with clarity. A sophisticated Saudi legal firm led by responsibility with plenty of credibility to show for.