2014 Winners: Promotional & Collateral Materials — Annual Report

 

First Place

Mintz, Levin, Cohn, Ferris, Glovsky and Popeo, P.C.

"Mintz Levin Pro Bono Journal — Focused on What Matters"

Summary

This Mintz Levin annual report highlights the stories of many of the more than 400 pro bono clients Mintz Levin served in 2012.

This year, in addition to creating a print piece, the firm designed an online book that can be accessed from Mintz Levin’s pro bono page. Designed to be dynamic, it has an interactive format that lets readers quickly focus on the content that interests them.

Both the firm’s print and online editions are distinguished by a focus on clients and their stories.

Mintz Levin - 1st Place

The theme and title of this year’s report, Focused on What Matters, were inspired by a question featured prominently on Mintz Levin’s homepage: Isn’t it time your law firm focused on what matters to you? To help draw attention to transformative elements in each client’s story, the firm’s design manager highlighted a selected focal point or points in its accompanying image.

As noted in the book’s introduction and on its back cover, the ability to pay attention to the important things — to focus on what matters — sustains us through our daily challenges. By telling clients’ stories rather than enumerating attorney successes, the book succeeds at communicating what makes pro bono work so meaningful.

 


 

Second Place

Akerman LLP

"Effective Allies — Akerman LLP’s 2012 Annual Review"

Summary

Akerman LLP's 2012 review, "Effective Allies," is all about how relationships are at the heart of the successes that the firm’s more than 550 lawyers across the country help clients across the Americas achieve.

“Effective Allies,” as part of the annual report, is a dialogue about what clients look for in an effective law firm ally in today's ever-changing and complex business environment, and why it’s important to have such an ally to help achieve business goals now and in the future. Akerman wanted to bring to life the many deep, long-standing relationships its lawyers share with client allies to convey, in a personal and straight-forward manner, what clients tell them, what they say back and, as articulated in the review's manifesto, how Akerman is committed to "adding to every table more perspective, more value, more peace of mind," more wisdom.

Akerman LLP - 2nd Place

 


 

Third Place

Wyatt, Tarrant & Combs LLP

"Wyatt’s 2012 Year in Review"

Summary

Wyatt’s advertising tagline “Our success is defined by yours” is simple but central. The firm’s marketing materials consciously attempt to take the focus off of itself and reinforce that slogan by highlighting client successes. After all, the best marketing is about clients — and the 2012 annual report shares a sampling of who the firm works with and their achievements.

To make this piece stand out, Wyatt wanted the book to read like a popular magazine, not a textbook. Past annual reports included multiple stories on each spread and a collage of photos. This year, the team gave each client a full spread with one powerful image for each story, giving it the magazine look they were working toward. The printed books were mailed to more than 7,000 clients, prospects and referral sources in the regions surrounding the firm’s six locations. Wyatt also leveraged the investment by using the content as part of the digital “Client Stories” on the firm website.

Wyatt - 3rd Place