We're working with a legal firm to develop a new "corporate" identity and message. Among the concepts we've considered is a clearly humanizing direction built around the partners' - especially one of the firm's namesakes' - ability to tell a good story.
I must admit that I'm influenced to some degree by current campaigns for Volvo and Cisco.
The Volvo automobiles campaign is built around the brand's being known for safety. It's theme - "who would you give a Volvo to" - extends the brand DNA by introducing an interactive or user-generated element. The web site features not only current advertising but also input from owners. "This is our way to inspire you to think about the people you care about." Well done.
A campaign for Cisco products is better executed. Extolling the idea of a "human network" (presumably connected by Cisco networking devices), this web site combines product demonstrations with true, user-contributed stories of good deeds and "wow" moments.
For our client we're introducing the storytelling motif to outline about seemingly complex examples of the law and legal processes procedures within captivating, easy-to-follow narratives ... told by one or more of the partners. They're not "case studies," not really, partly because we are uncomfortable identifying clients and adversaries. We call them "briefs," and we're using them not only on the web, with video, shot in simple settings, but we're also setting them up in recommended advertising media executions that tell a little - but not all - of the story and drive the reader to the web for the rest.
In the process of seeing what the firm has done, you "meet" one of the lawyers, get to know them perhaps a bit better than just a photo and a bio can do.
Our work is beginning to taking shape now. I'll show it to you when it's ready.
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