Valtech and Freshfields at Opticon London 2025

Breaking free from the sea of sameness: Freshfields’ digital brand evolution  

Join Sharon Metcalf, Head of Brand at Freshfields, for a Q&A exploring how one of the world’s oldest and most prestigious law firms redefined their brand and brought it to life across digital touchpoints.   

In conversation with Mike Maxwell, Valtech Strategy Partner, this session will unpack the strategic and creative decisions behind Freshfields’ bold new identity, and how Optimizely CMS, GraphQL and CMP helped translate that identity into a rich digital experience.  

From vision to reality 

Together with Freshfields, we’ll explore how to:  

• Bring brand personality to life across digital experiences, authentically and consistently 

• Connect content in smarter ways to drive relevance and engagement 

• Use Optimizely CMP to scale with clarity and control 

• Apply AI to enhance creativity and efficiency 

• Navigate rebrand and refinement with confidence and speed 

Whether you’re defining a new identity or evolving an existing one, this session offers practical insights and real-world experience from a global transformation.  

What to expect at Opticon London 

• Real stories from the brands building tomorrow’s digital operating models  

• Best practices for scaling content, experimentation and personalization  

• New thinking around how tech and creativity work together to unlock value  

• A chance to connect with peers, practitioners and platform experts  

Want to connect? 

We will be on-site throughout the day at Opticon London.