Greenberg Traurig is an international law firm with more than 2,000 attorneys in 38 offices across the United States, Latin America, Europe, Asia and the Middle East. The firm has seen incredible growth over the last few decades. As GT approached its 50th anniversary, the firm was looking to reexamine its corporate character and brand identity system. The team was focused on telling a story that thoughtfully blended its historic values with the modern advantages of scale. GT turned to One North to help establish a unique brand identity that would serve as the foundation of this strategy, and help communicate its value to prospects, clients and recruits.
Before digging into the mechanics of what a redesigned website would do, One North worked with GT to gain a deeper understanding of its overall character. One North conducted detailed discovery sessions, interviewing dozens of internal and external stakeholders across the organization – all of whom helped to paint a clear picture of the firm’s reputation, strengths, weaknesses and growth strategy.
One North then used those findings to create a brand narrative that fueled the development of the website, as well as the firm’s messaging across all channels, including practice-specific value propositions.
The final brand expression system tells a story of a connected, forward-leaning firm that has far outpaced its reputation. The photography and design direction is differentiated, and the firm's new tone and voice are a breath of fresh air to the legal space.
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