creating an aspirational recruitment brand for a national law firm
Discover how Strive created an aspirational, recruitment-focused sub-brand for a national law firm that sent applications soaring.
the brief
LPC Law is a nationwide solicitors firm that provides high-quality advocacy services to clients in England and Wales.
Recruitment is an enormous priority for the company. While every law firm cares about the calibre of candidates, it is even more important for LPC Law. Court advocates are typically young graduates who only work for the LPC for a couple of years before moving on. That means they need a constant flow of recruits.
To make things harder, there is a lot of competition for the brightest young legal minds. While LPC Law has a fantastic offering that gives employees an unrivalled experience in the courts and prepares them for life in chambers, they aren’t always a graduate’s first thought.
LPC Law wanted to change this through a strong and aspirational recruitment-focused sub-brand. It couldn’t just be eye-catching, though. Because the work of court advocacy is not common knowledge, even among law students, the company also required a suite of legal materials to explain what life is like working with LPC Law.
our solution
The project kicked off with an in-house workshop at LPC Law’s London headquarters, where we met with key stakeholders to better understand their brief and goals.
Prior to the meeting, we carried out market research on their competitors and created a mood board of potential creative routes. This proved invaluable as the client had specific feedback on typography, imagery and tone of voice, which allowed us to better meet their expectations.
Our first priority was to create a new logo for the sub-brand, one that was a natural evolution of the company’s existing brand, but that could be used in isolation in collateral. We created a new strapline, Learn, Prepare, Conduct, that referenced the firm’s name and also the kind of things graduates could expect from working with LPC Law.
We applied the new brand to an in-depth recruitment brochure that trod a fine line between corporate law firm and youthful exuberance to target just the kinds of people LPC Law was looking for.
The new brand was rolled out to a suite of other recruitment collateral, including:
- Popup banners
- A-frames
- Digital creatives
- A branded PowerPoint presentation
We topped our work off with a professional photography shoot so that LPC Law had a library of images that represented the kind of candidates they were looking for.
the results
The new sub-brand has been incredibly well received both internally by the LPC Law team and externally with new advocates.
It has even spurred the LPC Law team to take further action. The staff love the brand so much they have gone out of their way to order stationery, banners, digital posters, merchandise and even lapel pins with the new logo, colour palette and motto.
The PowerPoint template has elevated LPC Law’s career presentations, which have been delivered to thousands of students across England and Wales.
They have also used the collateral to launch LinkedIn and Instagram profiles that have garnered over 1000 followers.
We’re also delighted that the new brand and collateral have had a significant impact on the number of students applying to work as an advocate at LPC Law. Applications have increased by a staggering 718% year-on-year.