BY PROUDLY STANDING FOR SOMETHING DIFFERENT, WOLF THEISS RADICALLY CHALLENGED CATEGORY CONVENTIONS TO ACHIEVE GROWTH, A REPUTATION FOR INNOVATION AND LAW FIRM OF THE YEAR 2014.
Established in Vienna in 1957, Wolf Theiss is one of the leading law firms in Southern and Eastern Europe. Now with offices in 13 countries, the firm has grown into a multinational team of over 320 lawyers, making it one of the largest integrated law firms in the region. As it approached its 50th anniversary, Wolf Theiss asked us to redefine its brand to support its strategic ambition to be the leading law firm that attracts and retains the best talent.
Working with the senior partners, we devised an inclusive way of working with the firm at all levels to help build consensus. We started by asking Wolf Theiss a simple question: Who do you think you are? The answer took us to a surprisingly bold place for a law firm.
Research interviews with clients and staff revealed that it is the people and their inherent attitude – ambitious, confident and maverick – that created a real level of distinction in the eyes of the client. And in a risk-averse and conservative legal market, Wolf Theiss has always been driven to do things differently, and to create a positive change at every level, including challenging the conventions of their own conservative world. It was this attitude, defined as Independent Spirit that represented the very essence of the Wolf Theiss brand.
Using typography as a visual metaphor, we created bold communications that convey intellect through creativity and a refreshingly direct tone of voice.
The distinctive visual style embodies the independent spirit of the firm and gives it a powerful point of difference in an increasingly competitive market.
We worked with the Management Board to use the strategy to capture client service principles and to inform marketing communications.
To celebrate the 50th anniversary of the firm, we created a Seriously Local Knowledge campaign to showcase Wolf Theiss’ superior expertise and experience across all 13 markets. We meticulously investigated local cultural and business nuances that informed the campaign tone of voice, expressed with intelligence and humour. The campaign concept was then carried through to print and online advertising accompanied by a microsite.
Two years on, Wolf Theiss is the go-to firm for the Central and Southern European expertise, offering deep local knowledge and extensive first-to-market experience. The firm has won numerous awards, including The Lawyer ‘Law Firm of the Year 2014’ award, and has been named ‘Most Innovative Law Firm’ in the Financial Times’ Innovative Lawyers report.
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