During 2007 ASHA developed a new corporate identity for BPE solicitors. The corporate identity provided the practice with the ability to be formal when needed, but also celebrate the individuality and diversity of their staff. A photographic treatment was developed showing the BPE initials created by items relevant to that area of law. Each individual was then able to choose their own set of initials to create a unique business card.

The corporate identity was developed into the online web expression, corporate literature, stationery and advertising.