Blaney McMurtry, a successful mid-sized law firm based in Toronto, wanted an annual review to showcase its 2006 successes, and a corporate brochure to profile the firm’s experience and expertise for existing and potential clients. The two pieces needed to work together to highlight the firm and its accomplishments, leaving a lasting impression. Challenge: Blaney wanted informative and creative pieces that would capture the firm’s personality. The two pieces had to look smart and sophisticated, but not so exclusive that they conflicted with the firm’s values of providing timely, cost-effective and client-focused service. Consultation: We thoroughly reviewed the firm’s previous corporate materials to gauge how we could make them better. Our research told us: more white space; friendlier, more appropriate graphical elements; and reader-friendly, client-focused content. We also interviewed many of the lawyers at the firm to get a handle on what Blaney was really all about. Implementation: Using case highlights gathered from the lawyers, graphical elements we knew would enhance the design and content that reflected Blaney’s philosophy, we knew we were on a winning track. Keywords, which described how the firm worked, acted as unifying pieces and created a powerful statement for the print materials. Original works of art from Blaney’s extensive collection, hanging throughout the offices, proved a natural choice for a smart and sophisticated look. Selected artwork was used throughout both the review and the brochure.Result: We produced two prestigious pieces for Blaney that not only met its present needs, but will uniquely represent the firm in the years to come. TEL 416.516.6999 TOLL FREE 1.877.866.4440 |