Weil, Gotshal & Manges.
Brand strategy.
Website.
Activation.
Weil, Gotshal & Manges, a prestigious global law firm, had been struggling with brand recognition when attracting trainees. To help keep get Weil front of mind with people researching their Training Contract options, I helped rebrand their graduate programme.
Insights.
To get under the skin of the Weil brand and culture, and really understand what makes this firm tick, a series of workshops were organised with trainees and partners to get them thinking about why they joined Weil and what makes this firm unique.
This identified several themes that Weil could own, which formed the foundation of the brand value proposition for trainees. The findings from the research also formed the creative brief.
This produced a boundary-busting creative concept, and pushed the firm to do something seriously outside their usual comfort zone of business jargon and corporate office shots.
Execution.
Stunning imagery was at the heart of the campaign, so a complex photoshoot was required, which involved set design, wardrobe, hair and makeup, 12 models, and 16 crew members. Organisation was key, and the results were incredible, even if it felt like landing a jumbo jet on a tiny runway!
An exciting and interactive digital experience was key to engaging with a Gen Z audience, and so an award-winning website was created, which gave the audience an immersive and realistic insight into life at Weil.
And even in this digital age, print plays a pivotal role, so a suite of literature was created which complemented the website content, and did justice to the original creative concept.
RESULTS.
71%
increase in applications.
500%
increase in visits to website.
Increased
diversity of applications.
Weil territories across the world have since copied Weil UK’s approach to engaging with a Trainee audience.
