In 2011, ZSA Legal Recruitment needed a refresh to their identity. I introduced a refreshed logo, and a new ad campaign, with ads in leading publications including The National Post and legal publications like Lexpert.
The following are some of the brand-building ads and material created for the new look.
This was the first ad released as part of the campaign. The campaign paired the bright, fresh look with aggressive copy to grab attention, encourage those in the industry to think about their position.
Our recruiters were introduced to the new identity through internal branding, including the foldable table cards for every desk and office below. This created a consistent internal rhetoric that was visible client-side when people were in the office for interviews, and helped reinforce the brand and message.
The next stage of the branding experiment was introducing ads targeted to specific demographics of the legal industry, and making them think about their position and power in the industry. Combining the same clean lines as before and adding a unique abstract with minimal text, these ads stand out in a variety of publications.
In order to keep branding consistent, hiring ads began to take on the same format and template, since the brand was becoming quickly recognizable. The other benefit is the ease of recognition internally, allowing staff to customize artwork by understanding the self-imposed limitations in the ads.
