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McLennan Ross: Internal and Employee Branding


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McLennan Ross is a leading law firm and a great place to work. As part of our brand strategy process, we worked with the firm to define their client value proposition and employee brand. We first ensured that all brand pillars were equally compelling for recruitment and retention. Then we proceeded to draft all new messaging for the firm’s Join Us, Why Join McLennan Ross, What We Look For, and recruitment pages for Lawyers, Administration & Support, and Articling & Summer Students.

Our copy focuses on the firm’s commitment to providing an engaging, rewarding, and personable work environment while capturing some of its cleverness in the headlines, such as for their What We Look For page “Passion, substance, and a lot of grit. Humour is appreciated too.”

With a new visual brand and messaging, we worked closely with the firm’s marketing team to launch their brand internally with a comprehensive brand book and style guide, advertising, desktop screen banners, pop-up banners, and recommendations for employee and client promotional goods. We also supplied the firm with business collateral and advertising templates to launch their brand, as well as a detailed plan on what firm’s can and should do to establish their brands internally and externally.

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