Case study
Weil
A revamped brand identity and digital presence.
Situation
The top-tier global law firm Weil, Gotshal & Manges LLP initially came to Clarity Group for help clarifying its print collateral system. Over the years the firm’s various offices had begun using different logos, layouts, messages, imagery styles, paper stocks, and colors in stationery, marketing materials, and recruiting materials. Even the firm name changed from office to office.
Process
We undertook an intensive research phase that included a large number of internal interviews, an audit of the firm’s current brand touchpoints, and a competitive analysis. Ultimately, we were able to educate partners on the importance of consistent branding — a single name, logo, and look and feel. This led both to the decision to use the single name “Weil” in a unified and consistent way and to consensus on the firm’s signature green color, which is distinctive within the category.
We then revamped the firm’s brand strategy and engaged design resources to create the new logo and identity system under our strategic and creative leadership. We worked on numerous other projects within the marketing, recruiting, and communications areas of the firm.
Outcomes
Following a successful brand launch, Weil embarked on a comprehensive overhaul of its digital program. This multi-phase engagement encompassed both the design and development of the front-end and back-end infrastructure, as well as the creation of a new organizational delivery infrastructure (people, processes, procedures, and protocols) to support the new site experience. The new website — launched in 2014 — represents one of the first mobile-first responsive design solutions in the legal space.