Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Brinks Gilson & Lione

the way forward

During the brand discovery phase (we call Market Compass), we learned Brinks Gilson & Lione lawyers were always looking around the corner for “the way forward;” in other words, if the product launch was stymied because of similarity, how could they find “difference”? If the only avenue to growth was licensing or international distribution in challenging jurisdictions, how could they grease the skids? If the obstacle was a straight-up legal barrier, then how could they go toe-to-toe with the competitor and win? Dip and feint or stride ahead, the M.O. of the firm’s lawyers is find “the way forward.”A bit of housekeeping: The logo also needed updating, and while we wanted to leverage the equity of the well-recognized red firm name, we needed a logo that would stand out against complex backgrounds, thus the cartouche.

No matter what the popular opinion about print materials or what we call “foundational content” (basic service descriptions), you can’t escape them. They are useful because clients demand something concrete to pass up the line to management. Or perhaps only because professionals need them to feel equipped to sell. In either case, make them good, brief, readable, compelling, scannable, powerful. Smart firms ask us to develop systems they can use to develop additional descriptions themselves. Teach a man to fish…you get the picture.