ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Bleeding edge thinking on branding and marketing

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Six Greenfield/Belser Clients Honored at LMA

By George Kell
May 6, 2007
Six Greenfield/Belser Clients Honored at LMA

The LMA Your Honor Awards competition keeps getting better. Over the years, we’ve helped clients win dozens of awards in virtually every category of the contest. But it’s getting tougher every year. Law firms and their marketing directors are becoming more daring and creative. And they’re pushing their design teams into areas of sophistication and wit rarely seen a few years ago.


The winning entries this year were outstanding. We were fortunate to have six clients with great ideas that we were able to realize in eight projects that won 2007 Your Honor Awards.

Blakes Signs Its Name in Bold
Blake, Cassels & Graydon, with 700 attorneys in 10 offices, wanted to stand out from the other leading Canadian firms. Carolyn MacKinnon and Alison Jeffries were inspired to use a modified version of the original founder’s signature. Great idea! We hired Tim Girvin, a noted calligrapher, to recreate the signature in the spirit of the original. Then we developed the tag line “Business Is Our Signature” to appear below the dotted line that carried the signature.

How to make a splash with the new logo? A tradeshow booth with the new firm name and logo as the centerpiece. At its first tradeshow, Blakes lawyers watched as strollers took notice and stopped to talk. The booth and accompanying brochure and CD stopped the LMA judges also. They awarded Blakes First Place in the Tradeshow category.

Bradley Arant Clients Like the Noise
Not many law firms host a client event as loud as this one: Bradley Arant has sponsored a day of Formula One car racing for three years running—and sent ear plugs and other gear in advance of the race to clients and their families to make it a memorable day. With 250 attorneys, the firm has 6 offices. We packed the gear in a box, along with Bradley’s video invitation to the races. The lawyers and their clients loved it. So did the LMA judges. They gave Bradley a First Place in the Promotional Events category.

What Would You Like to Achieve in North Carolina?
That’s the question Helms Mulliss Wicker, with 130 attorneys in three offices, asks on the home page of hmw.com. The easy-to-navigate, content-packed design is attracting prospects to the firm. And the site’s no-nonsense approach also appealed to the LMA judges who awarded hmw.com Second Place in the Web design category. (But that’s not all. North Carolina Lawyers Weekly hailed Helms Mulliss’ as the Best Law Firm Web Site.)

Choate Wins, By Any Measure
In 2006, LMA created a special Judge’s Award for Choate’s new visual identity and the ads that launched the firm’s “by any measure” message to clients and recruits. In 2007, a different contest jury singled out Choate, with 200+ lawyers in Boston, again, and again. (1) The elements of the identity system became the visual theme for martini glasses given to attendees at an open house showcasing new Choate offices. The party invitation and gift package received a third-place award. (2) Those same elements have been attracting technology clients to a new Choate exhibit booth. The booth design brought the firm an Honorable Mention in the Tradeshow group.

WeirFoulds (A Lot More Than Just Canadian)

As we did our research for an ad campaign for WeirFoulds, we noticed Weirfouldsthat the message of Canadian firms advertising in U.S. publications more or less boiled down to “we are Canadian.” This was in 2005, and we knew it was time to go farther. The firm, with 80 attorneys in Toronto, enthusiastically agreed to our basic ad formula: eye-catching photo, headline with a well-known client name, plus a client testimonial. The LMA judges liked the ads, giving WeirFoulds Second Place in the advertising category. They also liked the WeirFoulds exhibit booth, awarding it Third Place.

Fordharrison.com: The right response at the right time
The LMA judges gave the Ford & Harrison Web site an Honorable Mention. Just before designing the site, we had conducted a detailed analysis of the AmLaw 200 Web sites (From Bland to Brand) and an extensive review of visitor-behavior research on Web sites in general. We threw everything we learned into fordharrison.com. The firm, 190 lawyers in 18 offices, has a content-rich site. But bold illustrations, a variety of page designs and multiple entry points provide relief from the words, words, words. The color palette—blues, greens, reds—is different than any other law firm site. The only way you’ll understand the difference is to visit Fordharrison.com.