Biggest law firm client: Pepper Hamilton LLP (national / 500 + attorneys). Smallest law firm client: Dischell Bartle Dooley (local / 14 attorneys.) HS+G was the AOR for Pepper through 2013, and we also did some project work for Ballard Spahr and Drinker Biddle.
Our first job for Pepper was a multi-media ad campaign that turned into a rebrand of sorts. The mission: convey to prospects that Pepper goes way beyond partner, or team player – they want to be seen as a true ally – the one firm willing to get down in the trenches with its clients, winning the good fight no matter what it takes. The “Ally” campaign (left) ran for a number of years, and the firm's home page rotated every variation on the Ally theme.
One of Pepper’s biggest specialties was pharma, or Health Effects. I came up with an ad campaign that spoke to all the pharma executives who were facing new law suits every other day, both serious and frivolous, courtesy of the thousands of law firms who were founded for the sole purpose of suing pharma companies. The ads told it like it was, and remains one of the gutsiest I’ve seen.
But you can’t be dark and serious all the time – plus Pepper is a quirky name, and good lawyers are typically great partiers – so now and then we’d do a one-off “au poivre” promotion around some fun event.
The DBD website was the centerpiece of a recent rebrand I did with ex-HSG account exec Meghan Beck. Martin Frey created the logo and I developed the "results matter" messaging, directed the photo shoot and built the site in Squarespace. I also built a DBD sister site as part of the launch.
At the bottom: the law firm Cozen O’Conner wanted some of their more compelling / provocative stories told in a cocktail table book. We offered up a few ways to go, and I loved the titles, but the project was put on (and remains on) hold.