Choate Hall & Stewart

Turning strategies into action

Position the Firm Directly Against Its Larger Cousins

Working under a short timetable can be an advantage when it comes to shepherding a firm through a brand overhaul. There’s little time to second-guess decisions. The result is often innovating and exciting work that has a big impact on the marketplace.

This was certainly the case with Choate Hall & Stewart. The move to new offices was just months away. Decisions about the logo had to be made quickly because signage was needed for the new space. We created a move announcement that doubled as the announcement of the new brand identity. The result has won top honors in awards competitions wherever it has been entered.

A new ad campaign broke at the same time the brand/move announcement was mailed. Our goal was to create concrete measures of the difference and sameness with Choate’s most direct competitors—larger law firms. For example, the peppers talk about difference—intense partner-level attention that’s more likely to be found in the smaller firm. The comparisons of paintings, large and not-as-large, were designed to let buyers know the firm’s quality of work was as prized as that of much larger firms. The coffee cup simply alerted readers to the firm’s upcoming move to new quarters.

Recruiting: All Hands on Deck!

The new brand identity was immediately put to work on recruiting materials. Students received a checklist to “measure” Choate against other firms they were considering. The checklist resonated with students, giving Choate its highest associate yield in years.

Students scheduled for an interview at the firm’s offices were sent a Starbucks card to use on their way to the appointment. Each received a beautiful travel mug following the visit.