THIS is What a Real Commitment to Diversity Looks Like.

Most lawyers recognize the importance of Diversity.

Strict homogeneity can lead to an equally homogenous approach or outlook.  When applied to client representations, creativity can be stifled. Innovative solutions can be overlooked. But we also know that in real life, Diversity can be hard.

Firms know it’s important, but often struggle to recruit and retain women and minority lawyers and professionals. Integrating new perspectives is challenging.

We represented a firm that made a legitimate, intentional, strategic effort toward increasing its diversity, one of the nation’s largest labor and employment firms, with 160 lawyers across 29 offices.

The firm’s leadership saw an opportunity to take the lead in Diversity among its top L&E competitors, and undertook a major initiative, simultaneously hiring dozens of skilled lawyers nationwide — diverse in background, thought, gender, and ethnicity.

Significantly, the firm added one of the lawyers to the firm name, making the firm the only law firm among the nation’s 250 largest firms with an African-American lawyer in the logo.

Fishman Marketing helped the firm with its marketing strategy, developed a new brand and logo, along with new marketing and advertising materials.

The campaign launch ads showed a striking composite image of smiling, confident lawyers and professionals, with the headline, “This is what labor & employment law looks like in the 21st century.” The ad campaign used the complementary slogan: “Changing the face of L&E law.”

The new logo is a stylized camera lens, reflecting the firm’s new tagline, “A wider lens on workplace law.”

The materials won first place for Best Identity Campaign in the Legal Marketing Association’s 2015 Southeast Chapter Your Honor Awards. See the page from the LMA booklet below.