Case study
Simpson Thacher
More than a new website for a premier legal brand.
Situation
Simpson Thacher & Bartlett LLP, one of the world’s most respected law firms with more than 850 lawyers in offices around the globe, initially came to Clarity Group for help designing a new website. We encouraged the firm to begin with an in-depth research phase, rather than jumping straight into design, to ensure the new site reflected the firm’s strengths and aligned with its business strategy.
Process
The core of the research phase was the interviews. We spoke with nearly 100 partners, administrative leaders, associates, recruits, and clients to understand what they felt set the firm apart from competitors and to hear what was really authentic to Simpson. This process was crucial to the success of the project as it not only allowed us to gain valuable insights for the strategic direction of the site, but it also created significant buy-in to the project with the partnership.
Following approval of the new brand strategy, we conducted an agency search and an RFP process to find and engage the appropriate agency to design the new brand identity system and website under our strategic leadership. The new brand identity work resulted in a new logo, color palette, imagery approach, graphical treatment, and messaging that have been implemented across a highly differentiating new website and all firm communications.
Outcomes
A full brand platform strategy for Simpson Thacher including a vision, mission, values, personality, and positioning
A striking new logotype, visual identity and related applications, including website, printed materials, and mobile apps, rooted in the brand strategy and designed by Addison with Clarity’s guidance
A clearer sense of what sets Simpson Thacher apart, and increased enthusiasm within the firm