One of Latin America’s largest law firms is rebranding with a shorter, punchier name and an advertising campaign to mark its 30th anniversary in the market.

As of Tuesday, Brazil’s Mattos Filho, Veiga Filho, Marrey Jr. e Quiroga Advogados will go simply by “Mattos Filho” in an effort to convey conciseness and objectivity. The full-service firm, which employs more than 700 lawyers, has become a benchmark for innovation and legal services in Latin America.