We strengthen brands while preserving their individuality
A conscious approach
to strategy and communication
to strategy and communication
For over a decade, we have helped law firms grow their business and strengthen their brands
Looking to build meaningful relationships in Russia’s legal and business market?
We connect international law firms with the right people, trusted partners and business opportunities.
Strategic communications and business development with a thoughtful, market-aware approach
Looking to build meaningful relationships in Russia’s legal and business market?
We connect international law firms with the right people, trusted partners and business opportunities.
Strategic communications and business development with a thoughtful, market-aware approach
We are
Svetlana Lashuk
and Natalia Nikolaeva.
and Natalia Nikolaeva.
Since 2012, we have worked inside Russia’s leading law firms as business development, marketing and communications experts. Today, through our own agency, we bring this in-house perspective to clients as external strategic advisors.
Our advantage is deep market insight: we know the Russian legal market from the inside — its key players, reputation dynamics, business development logic and decision-making context.
For international law firms, we act as a bridge to the Russian market: we help identify relevant local partners, understand the business and legal-services landscape, and turn first introductions into working relationships.
Our advantage is deep market insight: we know the Russian legal market from the inside — its key players, reputation dynamics, business development logic and decision-making context.
For international law firms, we act as a bridge to the Russian market: we help identify relevant local partners, understand the business and legal-services landscape, and turn first introductions into working relationships.
In every project, we guide clients through the full journey — from market understanding to communication, positioning and relationship-building.
Founders
We do not see isolated tasks — we see the brand’s trajectory and move along it together with the client.
- Natalia Nikolaeva
- Co-founder of LASHUK NIKOLAEVA
- 10+ years in legal marketing
- Co-author of the Kommersant Style. Lawyers project; columnist at Kommersant Style (one of the major federal Mass Media)
Trained first as a lawyer and then as a marketer.
I know how to build communications, develop PR strategies, shape a recognizable brand and present it to the market with clarity and confidence.
I read people and context, connecting meaning, aesthetics and strategy so that a brand sounds confident, authentic and relevant.
«I help brands find their voice, style and confidence in communication». - Svetlana Lashuk
- Co-founder of LASHUK NIKOLAEVA
- Building brands in professional services since 2012
- Lecturer at Higher School of Economics University (Number 1 University in Russia by Forbes ranking-2026)
I am a lawyer by background, educated in Moscow and Paris, with experience in marketing consulting firms ranging from specialized boutiques to major market players.
My strength is seeing the essence of a brand and turning it into a working system.
I specialize in strategy, positioning, legal rankings, reputation-building and event marketing.
«My role is to turn brand strategy into actions and measurable results».
- Winner and multiple award recipient of the prestigious Best Law Firm Marketing Awards (Pravo.ru), including nominations for:
— Most Effective Law Firm Website
— Most User-Friendly Law Firm Website
- Speaker at leading industry events, including Vedomosti, Pravo.ru and Legal Business Forum
- Member of the Russian Public Relations Association (RASO)
- Lecturer at the first professional development programme in legal marketing in Russia for law firm partners and marketing professionals at Higher School of Economics University
- Winner of the Best Law Firm Marketing Awards by Pravo.ru in the following categories:
— Events and Client Engagement
— Best Law Firm Website
— Best Law Firm Rebranding
- Regular speaker at leading industry conferences
- Co-founder of Renewal Academy — an educational platform for legal professionals
- Co-founder of LASHUK NIKOLAEVA
- 10+ years in legal marketing
- Co-author of the Kommersant Style. Lawyers project; columnist at Kommersant Style (one of the major federal Mass Media)
Natalia Nikolaeva
FOUNDERS
We do not see isolated tasks — we see the brand’s trajectory and move along it together with the client.
«I help brands find their voice, style and confidence in communication».
Trained first as a lawyer and then as a marketer.
I know how to build communications, develop PR strategies, shape a recognizable brand and present it to the market with clarity and confidence.
I read people and context, connecting meaning, aesthetics and strategy so that a brand sounds confident, authentic and relevant.
I know how to build communications, develop PR strategies, shape a recognizable brand and present it to the market with clarity and confidence.
I read people and context, connecting meaning, aesthetics and strategy so that a brand sounds confident, authentic and relevant.
- Winner and multiple award recipient of the prestigious Best Law Firm Marketing Awards (Pravo.ru), including nominations for:
— Most Effective Law Firm Website
— Most User-Friendly Law Firm Website
- Speaker at leading industry events, including Vedomosti, Pravo.ru and Legal Business Forum
- Member of the Russian Public Relations Association (RASO)
- Co-founder of LASHUK NIKOLAEVA
- Building brands in professional services since 2012
- Lecturer at Higher School of Economics University (Number 1 University in Russia by Forbes ranking-2026)
Svetlana Lashuk
«My role is to turn brand strategy into actions and measurable results».
I am a lawyer by background, educated in Moscow and Paris, with experience in marketing consulting firms ranging from specialized boutiques to major market players.
My strength is seeing the essence of a brand and turning it into a working system.
I specialize in strategy, positioning, legal rankings, reputation-building and event marketing.
My strength is seeing the essence of a brand and turning it into a working system.
I specialize in strategy, positioning, legal rankings, reputation-building and event marketing.
- Lecturer at the first professional development programme in legal marketing in Russia for law firm partners and marketing professionals at Higher School of Economics University
- Winner of the Best Law Firm Marketing Awards by Pravo.ru in the following categories:
— Events and Client Engagement
— Best Law Firm Website
— Best Law Firm Rebranding
- Regular speaker at leading industry conferences
- Co-founder of Renewal Academy — an educational platform for legal professionals
Partnership Development in the Russian Legal Market
What we do
— Development of a tailored partnership strategy
— Identification and mapping of relevant Russian law firms and key market players
— Targeted introductions and access to the right people
— Organisation of one-to-one meetings and curated meetings within conferences and industry forums
— Preparation and positioning support ahead of meetings (key messages, materials, context)
— Post-meeting follow-up and relationship development
— Identification and mapping of relevant Russian law firms and key market players
— Targeted introductions and access to the right people
— Organisation of one-to-one meetings and curated meetings within conferences and industry forums
— Preparation and positioning support ahead of meetings (key messages, materials, context)
— Post-meeting follow-up and relationship development
- Analytics and Research. Brand, market and competitive landscape analysis to identify positioning opportunities and growth points
- Company Strategy. Development and refinement of positioning, value proposition, mission and brand architecture
- Branding and Design. Naming, visual identity and brand systems, marketing materials and visual content production
- New Brand Launches. End-to-end support: from positioning to go-to-market tools
- Personal Brand Development. Strategic positioning and visibility for partners, counsel and in-house lawyers: content strategy, reputation building and communication tools
- Media and Thought Leadership. Strategic media positioning, PR strategy, media relations, content marketing and reputation management
- Legal Rankings and Awards
- End-to-end advisory on rankings strategy (including international rankings Chambers, The Legal 500, etc.): analysis of current positions, selection of relevant submissions and categories, guidance on methodology, preparation or audit of submissions, and communication with ranking agencies
- Litigation PR. Strategic communication and media support for high-profile disputes and court proceedings
- External Events and Industry Presence. Selection of relevant platforms and events, preparation for participation (including messaging and positioning), and post-event follow-up to maximise business impact
- Internal and Client Events. End-to-end organisation of internal and client-facing events — from identifying objectives and formats to full delivery
- Internal Training Programmes. Assessment of business needs and development of tailored training programmes for teams and partners
- Marketing Partnership Sessions Design and facilitation of strategic sessions aimed at identifying opportunities, aligning stakeholders and building long-term partnerships
- Websites and Landing Pages. Audit, improvement or development of websites and landing pages — including structure, design, positioning and content
- Digital Marketing. Digital strategy, SEO, content marketing and marketing automation
Market leaders about us
- Alexey OtradnovCommercial Director, Pravo.ru (one of the major law firm platforms)Natalia and Svetlana have spent years building brands from inside the market — developing strategies, communications and executive visibility. With LASHUK NIKOLAEVA, this experience is now brought together in one agency, giving clients access to a practice-driven approach shaped by exceptional market insight.
- Yulia KarapetyanEditor of Kommersant Legal Business and Editor-in-Chief of the Kommersant ranking (one of the major law firm rankings in Russia)Svetlana and Natalia’s launch does not feel like just another agency entering the market. It feels like a timely response to what the market has been asking for.
Legal marketing must be systematic and aligned with the firm’s broader development logic — and the founders understand this exceptionally well.
In a highly competitive market, firms are increasingly looking not for vendors, but for partners capable of building a coherent brand architecture.
In cooperation with LASHUK NIKOLAEVA, this goal becomes clear, structured and achievable.
Some ideas do not appear overnight — they grow out of experience.
From many projects, observations and conversations with clients comes the ability to see not just a request, but the deeper need behind it: meaning, structure, trust and style.
From many projects, observations and conversations with clients comes the ability to see not just a request, but the deeper need behind it: meaning, structure, trust and style.
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Форма заявки на консультацию
Отправьте заявку, мы свяжется с вами в ближайшее время!
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