Global law firm: Copywriting for brand identity success
Writing copy for a brand identity refresh feels very different to writing a long form thought leadership report. Every word must earn its spot.
I was commissioned by a branding agency to write the brand values, proposition ‘purpose’ statement, Google descriptor, and elevator pitch for a global law firm. I also produced tone of voice guidelines to inform the firm’s external communications.
This involved synthesising findings from an extensive brand discovery exercise carried out by the agency with existing clients and prospects, and feeding those insights and learnings into dynamic brand copy for the client.
The copy was well received, and I was asked to write an animation script which explained the evolution of the project to key internal partners and external clients, highlighting the rationale behind the creative direction for the refreshed brand identity, and its significance and impact on profitability.
