2014 Winners: Identity — Projects Totaling Up To $20,000


First Place

Davis Wright Tremaine LLP

"Outside Counsel Integrated Identity"


In 2013, Davis Wright Tremaine (DWT) made it a mission to help our Outdoor Footwear, Apparel and Equipment group position themselves in a memorable way with their target clients. One of the key opportunities for this group is the Outdoor Industry Association’s Rendezvous. The event is an annual summit for industry leaders and decision makers, and many prospective and existing clients attend. DWT attorneys have participated and attended in the past, and the marketing team has provided collateral to either supplement attendee bags or populate an exhibit table.

Davis Wright - 1st Place

This year, DWT took a different approach that would provide the opportunity to create a lasting, recognizable brand for this group. Staff started out with a few goals in mind:

  • Create a brand look and feel that would belong to this group
  • Use that brand to create a memorable item to add to the event’s attendee bags
  • Create a giveaway that captures the group’s personality and most important differentiator — their dedication to environmental conservation

DWT received great feedback following the event, including a prospective client remarking on how clever and well placed our item was. After the event, DWT created subsequent materials, including a branded PowerPoint template, event invitations and repurposed content for the group’s page on the DWT website.

The overall project and branding effort was well received and considered to be one of the best examples of true collaboration between a group of attorneys and the creative team in 2013. The budget was $2,000, and, thanks to the dedicated in-house creative group, the project came in well under while still telling the compelling story of this extremely talented group.



Second Place

Meritas, Inc.

"Travel-Themed 'Choose Wisely' Branding for 2013 ACC Annual Meeting"


Meritas, a global law firm alliance of 178 independent firms in 230+ markets around the world, faces a dual strategic challenge: to differentiate itself from the multitude of legal service providers and to simplify its message to potential clients who may not be aware of networks and their value. The 3,000 in-house counsel who attend the ACC Annual Conference represent a core audience for Meritas.

Meritas, Inc. - 2nd Place

The strategic objective for the Meritas 2013 Conference branding campaign was to build awareness and highlight key differentiators of quality and global reach. Meritas’ marketing goals were to increase attendee engagement, encourage the flow of qualified leads to its conference booth, emphasize its global reach to qualified counsel and position itself as the go-to legal resource in an increasingly competitive legal provider market.

The campaign accomplished the strategic and marketing objectives through a sophisticated marketing and communications plan that effectively coordinated all elements:

  • Six luggage tags — each featuring a different bright color and witty message — displayed under a banner reading “Choose Wildly.”
  • A new booth design featuring a photo of Earth from space on a black background and the tagline “With Millions of Lawyers in the World, Choose Wisely. Choose Meritas.”
  • Pre-mailers to conference registrants, encouraging them to stop by to get their luggage tags, the message “Avoid Turbulence. Meritas is your smooth ride…”
  • Pre-mailer gifts to 30 targeted contacts, which consisted of a luggage scale with the message “Weighing Your Options? Choose Wisely. Choose Meritas.”
  • Booth drawing of a $500 travel gift card, with signage that said “Have a Smooth Ride with Meritas.”



Third Place

Morrison & Foerster LLP

"High Fidelity — Attuned to Client Service"


Morrison & Foerster (MoFo) planned and organized its 2013 annual partner meeting and retreat around a concept provided by the firm’s new chair. An unapologetic film buff, MoFo’s new chair chose “High Fidelity — Attuned to Client Service” as the theme for the meeting.

Morrison & Foerster - 3rd Place

In reference to a 2000 comedy of the same name (starring John Cusack), MoFo’s chair used the film as a metaphor to invite partners to examine the firm’s relationships with its clients. To visually communicate this message, MoFo’s marketing team riffed on the visual branding of the film, creating graphic elements related to music (central to the plot), including vinyl records that incorporated the MoFo label. “Play” and “Pause” buttons were used as transitional and section breaks in the printed materials, and the text was formatted similar to the playlists found on vinyl LPs. In addition to being referenced in the design treatment, the music reference was folded into the overall brand identity of the pieces.

In the end, MoFo successfully communicated the message of being attuned to client service and reinforced the firm’s client service principles. Partners walked away from the event owning the theme, continuously thinking about how to creatively serve the needs of their clients.