Axiom Case Study
Axiom Law is reinventing the way law is practiced—both in the way clients hire great legal talent and in the way an attorney is able to take control of their career. They see things differently and go against the grain. Founded in 2001, Axiom had experienced early success, but needed a creative agency that could help them overcome some significant hurdles before taking their business to the next level.
As their creative partner, we were able to help Axiom develop a clear visual aesthetic and pinpoint their company voice. Acting is the lead designer, writer, and art director my goal was to bring humanity, friendliness, and warmth to an industry that can be lacking—all the while balancing the joy and playfulness with an edge of intelligence, sophistication, and grandeur. Each piece of communication is seen as an opportunity to create a meaningful interaction with a client, employee, or potential recruit that sparks an emotional response, drives action, and forges loyalty.
Stationery system
Corporate Web Site
The Axiom website aesthetically and functionally builds on the ideas of simplicity, clarity, and humanity. The site features large, rotating images of Axiom attorneys which celebrate the individual in the context of things that are important to them. In addition to the portrait photography, short videos were produced of individual attorneys which feature real-life footage paired with interview excerpts. The clips talk about the attorneys’ passions, their successes, their journeys in the legal industry, and their discovery of Axiom. See more of the website here.
Press Kit
Axiom needed a simple system for delivering various materials to new hires, clients, and the press. The solution is a modular system which is customized for the audience and features a letter from the CEO, press clippings, and a tabbed orientation guide—all contained within a kraft outer envelope.
Launch Campaign
To build on the momentum created by the new strategy, voice, website, and marketing materials, a launch campaign was created around the idea of a person’s “axiom”—a statement of belief about how a person will or will not live their life. The integrated campaign was called, “What’s Your Axiom?” and featured print pieces, guerilla marketing, banner ads, newspaper and publication ads, and outdoor media that drove people to a microsite that further explained the idea of “What’s Your Axiom?.” The campaign culminated in a large party attended by nearly 500 guests in both New York and San Francisco.
Ad Series 1 of 3
Ad Series 2 of 3
“What’s Your Axiom?” Brochure
See more of the “What’s Your Axiom?” Brochure here.
Ad Series 3 of 3
“What’s Your Axiom?” Microsite
See more of the “What’s Your Axiom?” Microsite here.
“What’s Your Axiom?” Invitation
Recruiting Book
See more of the “Who Has Time?” Brochure here.