Gorrissen Federspiel
Out of date:
Despite being one of Denmark’s most prestigious law firms, Gorrissen Federspiel was unfairly perceived by people that didn’t know them as somewhat old fashioned, stuffy and dull. This was hindering their recruitment and client base.
The firm asked us to help them express their true personality to the market.
International perspective:
Saffron developed a fresh brand positioning and identity around the idea of ‘international perspective’, reflecting the firm’s high proportion of premium international client work compared to other Danish law firms. The bold new visual identity was designed to better project their contemporary, energetic and ambitious personality. The new symbol represents the teamwork at the heart of the firm and is derived from the names of the lawyers in the firm. Originally their name was Gorrissen Federspiel Kierkegaard. Difficult to pronounce, remember and spell – even for Danes! We advised them to shortened it.
Brand new:
Since the new brand was launched in 2009 the firm has been able to tell its story in a more compelling and clear way to both clients and recruits at home and abroad – rapidly repositioning their image to be more in line with their reality. More of the very best young law students are coming to them and they now stand out more clearly in the competition for new clients as a dynamic and thoroughly modern top tier firm.
Saffron deliverables:
Idea, brand strategy, positioning and key messages
Partner and staff engagement initiatives
Internal engagement programme, brand book and workshops
Brand identity
Brand guidelines
Recruitment workshops and campaign
