Goodwin Procter
Visual Systems
Brand Center
Brandbook
Moving businesses forward
Goodwin Procter is one of the nation’s leading law firms with offices across the U.S. and a growing international presence. But among a sea of top firms with similar positioning and communications, there was great opportunity to differentiate this unique firm.
Goodwin Procter wanted to clarify its brand positioning and establish a credible, unifying tone of voice for communications materials that both reflected Goodwin Procter’s distinctive personality and helped attract and retain top talent.
Challenges
Recruiting great talent is essential for law firms and perspective employees are one of the most important audiences for the brand. Current communications did not excite and engage perspective employees in a meaningful way and express the personality of the firm.
Actions
Developed a new positioning centered around “moving businesses forward” that highlighted Goodwin Procter’s proven expertise in managing risk, maximizing opportunities and propelling businesses
Developed a new visual system and extended it across recruitment materials to communicate a distinctive and fresh, yet still dignified, image suited to the expectations and desires of new law school graduates
Established a straightforward and consistent tone of voice for communications that complemented the positioning and visual system