Floyd Zadkovich is a team of over 25 high-performing lawyers based in London, New York, Chicago, Houston and Sydney who help clients traverse the most complex challenges in global trade in a novel and original way, while prizing fresh thinking and collaboration. They came to us to try and capture their focus, creativity and progressive approach. We worked closely with the team to create a messaging and brand that reflected both the challenges faced by clients navigating the new global supply chains and the firm’s own abundant personality, progressive thinking and ability to maximise their clients’ opportunities and mitigate their threats.
Work includes: DIGITAL AND TECHNOLOGY STRATEGY
Signature Litigation
Signature Litigation is a law firm composed of top tier financial market litigators specialising solely in commercial litigation.
When founding partner Graham Huntley needed an end-to-end solution for this unique and entrepreneurial new venture, our experience in supporting legal pioneers in building great firms made for an ideal partnership.
Business planning and market research was followed by the development of a naming strategy, stakeholder sessions on business vision and positioning, followed by an intensive programme of identity design and delivery.
We knew that we had to deliver a vision that delivered the fresh thinking of a start-up enterprise, all within a tough turnaround time of a few short weeks. But the real challenge here was to create a visual identity that delivered the narrative of provenance and trust that comes of engaging with some of the most experienced lawyers in the marketplace.
Three Crowns
While we advise some of the most established firms in the world, we relish the opportunity to work from their very inception with new and exciting businesses like Three Crowns.
Its founders have tackled the most complex international arbitration cases in history and can conduct effective advocacy in any industry under any major judicial system.
Our first step was to work with the partners to clarify and define their strategic goals. Then we used these to influence the naming, brand development and day-to-day delivery of the brand.
The start-up nature of the project meant that we had a short, intensive project scope to work to, and the challenge of gaining insight, feedback and agreement across many territories and a number of languages. Our work looks set to sustain the brand’s credibility, relevance and differentiation for many years to come.
Newmanor
Newmanor is a next-generation commercial real estate law firm founded by two longtime colleagues determined to reinvigorate a complacent market. They approached us with an idea to build a radically different model; we worked with them every step of the way to bring it to life.
We started by helping the founders crystallise their vision, defining the propositions, capabilities, behaviours and expressions that that would really make them stand out from the crowd. That led to a clear brief on the properties we needed to express (and protect) through a name and a visual identity, all the way through to marketing tactics and the web.
3 New Square
When it comes to intellectual property, Three New Square barristers’ chambers has been at the forefront of advocacy for over 60 years. From their beginnings at the end of World War Two right up until the present day, they have been involved in the most legally significant and high profile patent litigation cases.
They work with some of the most innovative companies and individuals in the world. so it follows that their site must be as well thought out as the designs their clients produce.
Three New Square approached us to design and develop a new website that properly represented the cutting-edge nature of their work. Yet after our very first conversation, it became clear that the project was about far more than simply reflecting the sectors they worked in and the technologies they help bring through to fruition.
Instead, it was about ensuring that the website embodied Three New Square’s heritage and defining characteristics and that the subject matter and composition best represented their personality. The end result is a site that trades on the set’s heritage, while resonating with the industries it represents.
Pinsent Masons
In recent years, Pinsent Masons has achieved more tier 1 rankings in Legal 500 than any other firm and has been recognised among the most innovative law firms in Europe by the Financial Times.
We’ve been advising the firm for over five years and supported key practice groups in winning the hearts and minds of clients in the firm’s core sectors.
We’ve developed and honed core messaging and market propositions for many of the firm’s teams, including employment, pensions, financial services, IP and competition, and supported them on outstanding commercial initiatives and leading-edge campaigns.
Jerome Merchant + Partners
Buoyed by economic growth and domestic and foreign investment, the demand for first-rate lawyers in India is higher than ever.
Jerome Merchant + Partners are part of a new breed of law firms embracing this future with confidence and a new and less formal approach.
When the firm sought a new brand identity for the firm, rather than seek local advice, they chose to look further afield to meet their ambitions of competing on an international stage. We swiftly grasped the emerging cultural and geopolitical codes of what it means to be a successful private practice in India.
It was quickly clear that the identity needed to reconcile a complex tension: how to best express a quietly confident partnership within an extraordinarily dynamic market. We then worked with the partners to develop and implement as distinctive and challenging an identity as any law firm in the world.
Shearman Bowen
Changes to the provision of legal aid have vastly altered the provision of criminal law. Shearman Bowen has always been dedicated solely to criminal defence and had a strong presence in the defence of white collar crime, an area of law where there’s now huge political will to bring both companies, and more importantly individuals, to task.
When we began to talk to them we discovered that their clients value two (seemingly contradictory) characteristics: professional toughness and a sympathetic client manner. The meeting of the head and the heart, of intellectual rigour and human intimacy.
This synthesis is embodied in the tone of voice, the authoritative yet offbeat typefaces and the mix of textures throughout. This is an identity is informative and substantiated with concrete experience, yet it also seeks to guide and reassure clients in their time of distress.
Allen & Overy
With 39 offices across 29 countries, Allen & Overy is an international law firm with truly global reach. Over the past 10 years, we have delivered a range of projects, all designed to help make the unique propositions of their brand come to life.
The strategic communications projects we have worked on for the firm include film and animation for annual reviews and development initiatives, plus marketing and communications training. We have also worked on naming and brand protection advice for core services.
We also created advertising and branding toolkits with a messaging matrix, which was sent out to offices across the world, the toolkit allows the firm to deliver the personality of regional storytelling without losing the brand consistency of a global message.
Phi Finney McDonald
Founded by three of Australia’s top litigators, Phi Finney McDonald is a boutique law firm based in Melbourne.
Its founding partners built extremely strong practices at one of the world’s most well-known plaintiff litigation firms, becoming the firm’s leaders in the class action space.
But they had a vision to build a contemporary, highly-focused firm that would unite their talents and be driven by their shared ethos. We worked with them to make that vision a reality.
We started by helping the define and clarify the firm’s role in the world and the objectives they sought to achieve by setting out on this journey together.
We also identified the propositions and capabilities that would make real connections and concentrated on distilling shared values and purpose into a compelling commercial blueprint.
From there, we delivered an identity, with naming, logo components, brand protection and a complete suite of on and offline materials.
This was supported by launch communications and ongoing PR, crafting the narrative that would communicate the firm’s unique perspective to the media and other stakeholders, helping attract attention and make a confident entrance into the market.