Fenwick & West Recruiting Material
Challenge: This respected Bay Area law firm has an edgier internal culture than its counterparts, and wanted to draw upon that to develop new materials for recruiting interns and young attorneys. The starker look of the existing corporate collateral didn't express the liveliness of the firm's culture, which appeals to this target audience. Still, the recruiting materials needed to be consistent with that collateral in terms of conveying the brand identity.
Solution: CCG opted to use standout, oddball-type photography to present Fenwick & West as a fun and stimulating place to work. We stayed faithful to the firm identity and the look of the existing collateral while using the new photographic direction to strike the desired tone. The message conveyed is twofold: "We don't think the way other firms do," and "We're looking for people who stand out." The new materials immediately began attracting the type of applicants the firm had been hoping to hire.
