In a gray-suit world, tradition matters — but so does staying relevant to the next generation of talented recruits.
This 150-year-old law firm sought to modernize and distinguish its global brand in a field marked by rising competition and little differentiation between top-tier players. The problem: how to update the brand while preserving its tradition and level of sophistication. After researching the firm’s history, markets, competitors and opportunities for differentiation, we executed a brand overhaul that clarified the firm and its advantages. Deliverables included a new masterbrand, a redesigned website, new client communications and a greater use of interactive media to attract young lawyers and law school graduates.