Asserson. Branding, Strategy, Copywriting, Logo + Website.
The law is all about following precedent. But branding a law firm shouldn’t be. Asserson, with offices in Tel Aviv and London, is a truly different kind of firm. Educated at some of the most demanding law programs in the world, the Asserson team take all their training and use it to evaluate each situation from a slightly different perspective.
Entrepreneurial and imaginative, they’re incredibly good at what they do. The problem was that their branding didn’t reflect too many of these things. It was just kind of…traditional. And they’re actually anything but. We discovered that during the brand strategy and process with them, but really, we knew it from the second we first met them.
FOR THE LOGO, WE DID WHAT ASSERSON DOES.
USED OUR IMAGINATION.
A new logo was a no-brainer. And it’s a little different because they are. The inspiration for it came from how they’re always thinking ahead and are truly one of the most dynamic companies we’ve ever had the pleasure to work with. Further inspiration came from one of our favorite lines about them, that they’re ‘cut from a different cloth than pinstripe’.
THEY LOOK DIFFERENT BECAUSE THEY ARE DIFFERENT
When you have a brand that feels like it really captures what you’re all about, you want to put it everywhere. And put it everywhere, Asserson has. On envelopes, stationery, email signatures, business cards, pens, pads and nameplates. The result is a professional look that’s clean and contemporary with just a touch of daring and edge.
If you’ve seen Asserson’s old website, you’ll know that we totally went to town on it. What did we do for their new website? Only everything. Information architecture, photography, design and development for desktop and responsive and, well, you name it. Completely revisited in terms of what it looked like and what it used to say. Now Asserson’s online presence is much more of what they’re really like. And much less what everyone else in this industry is like. Take a look.
It’s amazing how much a photographic style can influence your impression of a brand without you even really noticing it. Actually, a lot of thinking goes into that. So for the website and the marketing materials described in the next section, we shot all new headshots, office shots, and environmental photography, in both Tel Aviv and London. We were going for personal and authentic to do the Asserson team justice.
Even a non-traditional law firm like Asserson needs a traditional marketing brochure, especially when they’ve got a new brand to share with the world. Which we were all too happy to create for them. We even made new client handouts, a tender response and a new branded PowerPoint presentation. (Yes, we do that, too.)
Asserson’s social platforms are Facebook, LinkedIn and Twitter. After a thorough competitive analysis, we established that the first one would be best for building awareness for attorney recruitment, the second to attract prospective clients, and the third to do a little bit of both. We also presented a wide range of designed and written deliverables to get them started, and completely redesigned their pages on these platforms to convey their new identity. It’s time to Like.
The newsletter is a time-tested way to keep in touch with prospects and friends, cultivate new ones, and make sure you’re top of mind the moment someone thinks, “Hey, I need a (whatever your firm does.)” For Asserson, our redesigned newsletter template was a great way to not just say what they were up to, but to show it, too. Designed and developed by yours truly.
THE CLOSING ARGUMENT? WHEN YOU HAVE A DIFFERENT PERSPECTIVE, YOU SEE THINGS OTHERS DON’T. AND YOU WIN DIFFERENT.
As we mentioned, the attorneys of Asserson Law are cut from a different cloth than pinstripe. With imagination disciplined by rigorous analysis, they see possibilities and opportunities others miss. And with headquarters in Tel Aviv, the beating heart of start-up nation, they’re filled with the energy, drive, and creativity that life here crackles with. Every member of Team Asserson feels a genuine sense of ownership of their business and is personally invested in their clients’ success. The distinction people make when they say, “It’s business, not personal”? It simply doesn’t exist for them. With ambition, drive, and imagination, they don’t just win – they win different.