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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try on your industry hat. you’ll like it.

Our research consistently proves that potential buyers are wearing their industry hats. They want to know what you know about their industry, its vocabulary, challenges, trends and opportunities. Organizing your firm around industries is a tough sell in law firms, but some firms have the courage to face the market wearing their industry hats. Schwabe Williamson & Wyatt, a Northwest regional firm, was willing to stand and declare its deep industry knowledge in six industries that more or less define the Pacific Northwest. 

This brand exercise touched everything. What began with a website reached back to the firm’s logo and forward to advertising, collateral brochures, e-blasts and even trade show materials.

The biggest challenge for Schwabe (pronounced “shwab’-ee” as distinguished from the online brokerage firm) was understanding their brand equities and how to use them. As designers, we take this for granted, but it’s unfair to do so. Absorbing the brand deeply enough to replicate it across all channels and platforms is woefully under appreciated. It's hard! We continue to work with Schwabe to provide guidance and advice so the brand will succeed. What else helps? Clients passionately devoted to a brand they're willing to learn how to care for.

Can you identify the equities of the Schwabe brand? Note the lockup of the logo and the black bar. Note the imagery and the full-bleed presentation. Can you find other brand elements on this page? Send your list in to You’ll get a prize.