/case studies
Brand strategy: Linklaters
The need:Linklaters is one of the world’s leading law firms, having grown rapidly in recent years through organic growth and merger. Like any service business the firm’s success has been founded on the ability and effort of its people and, as with any rapidly expanding business, the firm’s service and business principles needed to be reinforced to ensure that all understood what was expected of them. The challenge was to define those service and business principles.
Our work:This project was short and sharp. We worked with the firm’s internal communications consultant to develop a process that would identify those principles and bring them to life. The idea was to find success stories that exemplified what is great about the business and to distil the cultural and service principles from them. The benefit of success stories is that they are sticky, people remember them and retell them.
The result: We delivered a process and a brand template that described the essence of the Linklaters brand and ‘brand coordinates’ describing the firm’s personality. The communications consultant took the project forward within the firm to great effect.
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