A Midland law firm with three trading names is rebranding itself under a common identity.

Shakespeares will be the new trading name for Shakespeare Putsman in Birmingham, Berryman in Nottingham and the Birmingham, Stratford and Cotswold locations of Needham & James.

The firm, which has come together over the past four years, currently employs 420 people and has annual revenues of £28 million.

Speaking to the Birmingham Post partner and employment specialist Paula Whelan said: “This will put us in the top law firms in the UK with over 400 employees.

“It is combining all the strengths of these firms into one big one and provides a far better awareness for our colleagues and clients if we are all trading under one name and have a common identity.

“The legal market is undergoing change in these difficult times in a stagnant economy and an abundance of providers out there.

“Like most law firms we are looking to grow and expand and are investing in people and technology.”

Establishing a common identity was thought long and hard about though, as Ms Whelan explained.

“All of these brands were very well known in their local marketplace and we thought whether or not we should be capitalising on that but having spoken to colleagues and clients it was clear that combining the strengths of all these businesses under one umbrella brand gives us lots more opportunities.

“Growth is a fundamental part of our business strategy, to continue to grow and to help achieve that we want to be unified under one brand – 420 people with one identity and one set of core values.”

The Shakespeare Putsman Birmingham operation represents the biggest single part of the rebranded business.

As far as changes affecting the legal profession go, such as alternative business structures (ABS), Ms Whelan said it focuses minds on the challenges that lie ahead.