Diversity is a challenging issue for many law firms. Firms know it’s important, but often struggle to recruit and retain women and minority lawyers. The nation’s sixth-largest labor and employment law firm was making a sincere commitment to Diversity, and wanted to emphasize that, including creating a Diversity-oriented brand.
The firm was hiring dozens of skilled, diverse lawyers nationwide, and used that effort as the launching point for the new brand. In addition, the firm’s leadership planned to add one of the prominent new partners to the firm name, making this the only law firm among the nation’s 250 largest law firms with an African-American lawyer in the logo.
Fishman Marketing helped the firm with its marketing strategy, developed a new brand and logo, along with new marketing and advertising materials. The new logo is a stylized camera lens, reflecting the new “A wider lens on workplace law” TM tag line.
The advertisements showed a striking composite image of smiling, confident lawyers, and a kick-off tag line that conveyed the entire point of Constangy’s initiative.
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