Macfarlanes
Tone of Voice
— 

Exceptional Career
— 
At Macfarlanes they strive to be unrelentingly exceptional at what they do. They are exclusively interested in attracting graduates with the potential to be exceptional lawyers. They are the smart choice for the smart graduate wanting a exceptional career in the legal world. We needed to tell the world about this proposition and change perception.

Words Are Our Position
— 
The firms reputation for high quality work and lawyers shows a contract and commitment to individuals, clients and the business. Using ‘Your qualities, Our quality’ copy was structured to tell why. Working closely with Toby Ingram we communicated the contract through ambition, culture, excellence and independence. Distinctive messaging against photography and insight into individuals in the business helped to bring the proposition to life.

Change Perception
— 
The challenge was to appear neither conservative nor old-fashioned but reflect the firm’s culture and market position. Macfarlanes reputation for high quality legal work based on the exceptional quality of its lawyers.

It was time to stand out from the crowd of top law firms and distinguish Macfarlanes as ambitious and different.

Results
— 
Perception in the graduate recruitment market has changed and they now understand the Macfarlanes offer, through clear direct messages from the firm. The quality of applications has increased and the best individuals are applying for positions at this growing firm.