DAVIS POLK | BRAND STRATEGY
Crafting a vision of the future appealing to the brightest associates.
Given a highly competitive market for top-rate young talent, even the most prestigious law firms—Davis Polk among them—feel an imperative to raise their profiles and take a bolder stand. But the messaging still needs to feel substantive, authoritative, and authentic. Research conducted by our strategic partner, Clarity, showed that the key enticement for Davis Polk’s most desirable recruits was an opportunity to maximize individual potential. Emphasizing the firm’s ability to support that goal, Clarity crafted “Build Your Future” as the new campaign theme. To support the concept, we developed a visual approach that was flexible and “architectural,” versatile enough to make Davis Polk a standout in both the digital space and printed collateral.
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A new story for a storied firm
Given their impeccable reputation, it was important for Davis Polk to differentiate themselves without straying too far from their historic brand. To craft the new messaging and better understand how the recruiting process is perceived, Clarity interviewed a range of people from both within the firm and outside of it: key stake holders, potential associates, recent graduates, and seasoned lawyers. The new messaging — “Build Your Future”— effectively solved the challenge by implying both autonomy and teamwork; mobility and a solid foundation.
Bringing a fresh spirit to the letter of the law
Here’s further proof that you can work within the system and still break the mold. We used the same font and colors as the primary Davis Polk brand identity, but the new messaging, graphics and layouts gave it a dynamic look and feel. The triangle wedge alludes to forward movement and upward mobility, while the angular use of graphics feels modern and fresh.
