THE SINGAPORE LAWYER
BACKGROUND
The Law Society of Singapore launched a new program that provides support for Singapore law firms to go global. Other than overseas mission trips and training, the Law Society wanted to brand the Singapore Lawyer.
The objective of the branding was to validate the perceptions of Singapore lawyers with overseas businesses to craft an identity that could help Singapore Lawyers differentiate themselves when going overseas.
A challenge that we had to overcome when creating the Singapore Lawyer brand was to ensure that the new positioning could be well represented and the promises made could be delivered amongst the legal fraternity.
STRATEGY
To align expectations, Piquant facilitated a brainstorming session with over 10 members of the Exco team that was made up of experienced lawyers to gather feedback and suggestions. We identified and aligned the values and traits that were inherent amongst lawyers in Singapore.
To understand external perceptions, Piquant conducted telephone interviews with over 100 SME owners with overseas presence to understand to hear directly from them on their needs and expectations. The research conducted covered 5 countries Russia, India, Indonesia, Vietnam and China.
As referrals from overseas lawyers were also common, we also spoke to lawyers overseas to gather insights on perceptions and needs as well as understand how Singapore lawyers could support them.
IDENTITY
Results from the insights gathered came back very positive, with many having good impressions of the Singapore Lawyer. with the research findings, we were able to identify the most attractive proposition. Asian Values, Global Outlook was the key message we wanted everyone to remember about the Singapore Lawyer. With this proposition in mind, we crafted the visual identity to bring out trust, professionalism and sincerity.
Piquant art directed the photography for the entire campaign. Shortlisting practicing lawyers to represent the diversity of Singapore’s legal profession in action. To support the marketing of the Singapore Lawyer, Piquant created a brochure that Singapore Lawyers could use to introduce their expertise and services and craft a memorable impression to new clients and partners.
OUTCOME
Results from the insights gathered came back very positive, with many having good impressions of the Singapore Lawyer. with the research findings, we were able to identify the most attractive proposition.
Asian Values, Global Outlook was the key message we wanted everyone to remember about the Singapore Lawyer. With this proposition in mind, we crafted the visual identity to bring out trust, professionalism and sincerity.
Piquant art directed the photography for the entire campaign. Shortlisting practicing lawyers to represent the diversity of Singapore’s legal profession in action.
To support the marketing of the Singapore Lawyer, Piquant created a brochure that Singapore Lawyers could use to introduce their expertise and services and craft a memorable impression to new clients and partners.
