Objective
Create a cohesive campaign concept that can be used to promote numerous practice groups, have the option to feature clients or general brand messaging, be appropriate for a national brand, and distinguished from the competition.

Approach
We conducted an in-depth competitive analysis in the campaign's launch city (Portland, Oregon) to develop a target audience profile, identify common creative tactics to avoid that are used among competitor law firms, and to work with a core group of senior attorneys to create an overarching campaign concept.

Result
After several creative explorations, we arrived at the notion of "hands." This concept humanizes the practice of law and provides an authentic and approachable connection to clients and the audience. The creative achieved the outlined objectives and has been well received within the market, and its presence continues to expand.

Firm: Davis Wright Tremaine LLP