Quality means clarity. The fewer words we use, the more credible we sound:

• Write clearly
• Use normal natural words
• Steer clear of jargon

Showing our ambition through our words means adding positive energy:

• Positive words
• Positive framing

We write like we work: bold, dynamic, and built for action:

• Active verbs
• Keep sentences short
• Break up long copy into subheadings and short paragraphs

We’re comfortable sounding different to other law firms:

• Engaging headlines
• Highlight size and experience where necessary

Say what you’ve written out loud. Does it sound like you’d speak in a meeting? It might
be worth rethinking anything that doesn’t
sound natural.

We think positively and encourage the use of positive phrases to describe Keystone. We prefer to emphasise the positive elements that make up Keystone rather than referring to negative elements that are absent

When you’re breaking up copy into subheadings and short paragraphs, try to highlight key points in the subheadings –

this keeps people reading.

Look for moments to add personality without being unprofessional. “Over 400 lawyers just like you have made the leap” instead of “Over 400 lawyers have joined our firm”, for example.

Our experienced team works hard to help clients achieve their legal goals. Driven by
a revolutionary business model, we equip our lawyers with the tools and support
they need to create personalised services for clients.

We’re a multi-award winning, full-service pioneering law firm – empowering
a team of outstanding lawyers to deliver
a dynamic service tailored to each and
every client.

Using the guidance and methodology outlined by the GHG protocol (recognised as the global standard framework for measuring and managing greenhouse gas emissions) we discovered we had generated over 2000 tonnes of carbon. This has since been offset to achieve carbon neutral status and going forward we continue to measure and offset annually.

Our firm operates with a unique structure that sets us apart from traditional law firms. We work with highly experienced lawyers who have the freedom to provide customised legal solutions to meet our clients’ specific needs. Our business uses advanced technology systems to improve efficiency and help our legal teams meet deadlines and budget requirements. And with more than 450 partners, we have significant resources and expertise to handle complex legal matters and provide comprehensive support to our clients.

Our approach

Our firm operates with a unique structure that sets us apart from traditional law firms. We work with highly experienced lawyers who have the freedom to provide customised legal solutions to meet our clients’ specific needs. Our business uses advanced technology systems to improve efficiency and help our legal teams meet deadlines and budget requirements. And with more than 450 partners, we have significant resources and expertise to handle complex legal matters and provide comprehensive support to our clients.

How we do it

We aren’t like any other law firm – we are structured differently,
operate differently and think differently.

Empowered lawyers

We give the UK’s best lawyers flexibility and autonomy, so they can deliver tailored and highly responsive solutions.

Streamlined by tech

We use cutting-edge proprietary technology to drive efficiencies across our business and help our lawyers deliver on time and on budget.

Connected at scale

We have formidable strength and depth with over 450 partners working together as a team.