Tradition is important for a law firm; but then, so is growth. As Winckworth Sherwood looked to build a new corporate arm, we talked to their partners to develop a narrative that aligned both commercial and recruitment messaging.
Winckworth Sherwood is a law firm with over 200 years of history. Traditionally specialising in parliamentary, ecclesiastical and social housing law, the firm has recently been winning people over to its growing corporate function.
The challenge? To reposition the firm in the market in such a way that it wouldn’t affect its traditional client base, but would help raise its profile among mid-market C&C businesses. The firm also wanted to attract new partners to help grow the newer practice areas, including M&A, joint ventures and tax.
It was clear, then, that the commercial and recruitment messaging had to be aligned.
First, the research. We talked to partners and senior associates to help articulate the key messages about what the firm had to offer. Then it was time to meld these into an overarching ‘elevator speech’, one that partners and other staff could use whether they were pitching for new business or meeting a new hire.
Once in place, we applied this narrative to develop a high-quality, generic brochure, which could be given to prospective candidates and potential clients alike. The fruits of our research are having a real impact within the firm, helping them develop partner training while also improving the ways in which they raise brand awareness.
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