Brand Program

A 150-year-old law firm sought to modernize and distinguish its global brand in a field marked by rising competition and little definition between top-tier players. The problem: How to accomplish this while maintaining a high level of sophistication. What’s more, how could Davis Polk improve the way it communicated — in particular, how it sought to reach out to the next generation of legal recruits.

Solution

Sequel began by researching both the firm and its competitors, assessing strengths and weaknesses, competitive messaging, and clear opportunities for differentiation. This led to a top-to-bottom overhaul that clarified exactly what the firm stood for — through a strong master brand, a redesigned website, rationalized client communications, and a greater use of interactive media to attract young lawyers and law school graduates.

Results

With a simpler name, distinctive positioning, and an integrated brand and communications program, Davis Polk has moved its brand into the 21st century. Our work has helped the firm to clearly distinguish itself from its competitors and to reach out to its most important audiences.