Second Place
Hemenway & Barnes LLP — Firm-wide brochure and Folder

As a firm with over 150 years of experience, Hemenway & Barnes recognized that it was time to present themselves as more than a firm that deals with family wealth and showcase all that the firm can do for families, nonprofits and entrepreneurs.

Market research, including in-depth attorney interviews, revealed Hemenway & Barnes lawyers and trustees provide a unique blend of investment acumen, legal counsel, business and tax planning, philanthropic advice and family office management and oversight to discerning clients in a tailored and personal way. The challenge of the brochure was to not be too “sales-y”.

Since “personal” is at the heart of the firm, they decided to create a brochure that had less of a stodgy corporate feel and more of a photo album/scrapbook feel. Stitched with thread, the white frame around each photograph and slip of paper with the spread title all add to the personal feel.

Summary of Outcomes

The response from clients has been extraordinary. The featured clients were honored to participate in the photo shoot and provide quotes. The internal response was equally positive. Firm professionals and staff felt proud that the firm was updating the look without leaving firm “roots.” Attorneys were pleased to have a professional looking piece to provide to firm prospects.

Third Place
Kaufman & Canoles with Otto Design & Marketing — Firm-wide brochure

Kaufman & Canoles’ existing firm brochure was outdated. With the completion of their brand revitalization, they needed one that better represented and communicated their vision and attitude. The goals for the program were to simplify the brochure in order to reduce its environmental impact, and to utilize a minimalist-design aesthetic to put the focus on customized, tailored content and their Web site. Designed to be concise, modern and user-friendly, the brochure’s purpose was to quickly convey Kaufman & Canoles “can-do” attitude.

By design, copy was kept to a minimum in the printed brochure to provide a longer shelf life as well as to put the focus on the tailored information that would be inserted into the back pocket folder. The team reduced the number of pages and picked a more environmentally friendly paper stock.

The new brochure moved away from outdated fonts, colors and cliché law images common to the industry to something more modern and sophisticated. This brochure provided the solution with impactful copy, striking photography and a simple, sleek design and space for customizable documents.

Summary of Outcomes

Both clients and attorneys expressed a strong affinity for the new brochure, welcoming the efficiency and effectiveness of its design. Printing costs were reduced by 65% with the new design; cost savings will continue to be realized as the brochure shelf life has been extended 5–7 years. The brochure, along with the downloadable attorney and practice area PDFs which are available on the web, is now fully customizable and accessible to each department. This relieves the marketing department from having to print the documents and prepare all client development packages.