As a global law firm, Freshfields is keen to attract the best graduate talent. Generation Z joining the workplace have different attitudes to previous generations, desiring authenticity and a sense of purpose from employers. Freshfields wanted to evolve their existing ‘Expect’ campaign, broadening appeal to those from non-traditional backgrounds and focusing on digital first. We also had to ensure the core Freshfields brand identity was woven clearly into our approach.
We built on the concept of ‘Expect’ to make it more tangible, with an honest narrative about what graduates could really expect – good and challenging. We brought this idea to life by using a bold underline device, highlighting the many things that graduates should expect at Freshfields. Imagery is authentic and varied, representing the diversity of thought that Freshfields encourages.
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We captured the need to work as one by adding to the purpose a simple addendum: ‘Together’.
We captured their enduring commitment as ‘Essential infrastructure services for life’.
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