Truly Deeply creates graduate-specific employer brand for Gadens

While many firms leverage their global network, Gadens is proudly focused on Australia and needs to communicate a very different proposition to attract employees.

Truly Deeply worked with Gadens to bring to life their unique spirit and culture to articulate their Employer Brand. This was then translated into a unique Employee Brand Proposition (EVP) that could appeal specifically to graduates.

Employer brand, EVP, law firm

Different voices, fresh ideas, and independent thinking have always been at the heart of the Gadens culture. This has defined the firm and unlocks better outcomes for clients, the community, and employees.

The brand proposition platform of ‘Me defines we’ celebrates a shared ambition whilst valuing graduates for who they are, and who they can become.

Employer Brand, EVP, graduate campaign, law firm

The campaign proposition tells a story that talks specifically to graduates and highlights not only the Gadens difference but also invites them to help shape the future of the firm.

Don’t just make up the numbers. Don’t force yourself to fit the mould. Be valued for being you. Join a firm that values different voices, fresh ideas and independent thinkers.

A strong campaign identity was created, with a bold wordmark for ‘Me Defines We’.

Student specific and deliberately different from peers, the design is more provocative than the brand’s usual communication style. Moody photography combines an edgy take on our corporate style and more driving and direct tone of language.

Using real graduates, we genuinely hero who they are and what they bring to our team. With reportage-style photography, we capture them in the real world, where they’re really from, and where they work. The imagery gives the campaign a gritty, cool edge in contrast to the smiling, preened, office or boardroom stock imagery in the market.

Truly Deeply helped Gadens create an early careers brand to showcase the firm and ensure it stands out as an employer brand of choice for graduates. The focus of this particular brand work is on prospective law students applying for clerkship programs during their penultimate or final year at university.

The graduate brand is part of a multimedia campaign that includes advertising, digital, social, and event collateral.

Gadens is a leading Australian law firm with 97 partners and 880 staff across offices located in Adelaide, Brisbane, Melbourne, Perth, and Sydney.

Find out more about the Gadens Early Careers & Graduate programmes here.

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