The Brief
Gadens asked Truly Deeply to help them 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.
Insight
Many firms leverage their global network and this is often appealing to graduates. As a law firm that is focused on Australia, Gadens needs to communicate a very different proposition.
It was essential that this wasn’t just a reflection of the Gadens Employee Brand Proposition (EVP), but tailored specifically to the needs of graduates.
The competitive set primarily promotes generic benefits and cliches. Functional, staid, safe, and undifferentiated – they all look similar and say the same things. There are lots of smiling suits in boardrooms and not a lot of diversity of people.
Our research identified that Gadens is truly distinct from other law firms and at the heart of this difference is their ethos and culture.
The Strategy
Truly Deeply worked with Gadens to bring to life their unique spirit and culture in an authentic and compelling way. This was then translated into a unique Employer Brand that would appeal to graduates.
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 both clients and the community.
The brand proposition platform of ‘Me defines we’ celebrates a shared ambition whilst valuing graduates for who they are, and who they can become.
The campaign proposition tells a story that talks specifically to graduates and highlights not only the Gadens difference, it 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.
The Design
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.
The graduate brand is part of a multimedia campaign that includes advertising, digital, social, and event collateral.