As a global law firm, Freshfields is keen to attract the best graduate talent. Gen Z joining the workplace has different attitudes to previous generations, seeking authenticity and a sense of purpose from employers. For the last two cycles, Freshfields have wanted to evolve their ‘Expect’ message, further improving their diversity, focusing on digital first and managing the move from old brand to new.
In cycle one, 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. In cycle two, we reintroduced ‘Expect more’, elevating the voice and perspectives of their people. Through film, photography and typographic messages that are authentic and varied, representing the diversity of thought that Freshfields encourages.
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We created a new name, brand and employer brand to realise the firm’s independence and ability to move ‘As the world moves’.
We developed an early careers campaign that built on the employer brand ‘Your growth. Our ambition’ and was tested to work globally
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