Transforming Litera into an industry thought leader
Litera’s objective was to be a thought leader in the legal technology space.
However, multiple mergers over the previous three decades had left the enterprise without a clear identity and proposition.
The Litera brand needed to be repositioned.
To achieve this, they required a new visual identity and switch to a more thematic, editorial approach to content.
The task: creating forward-thinking content with a striking, contemporary aesthetic.
We designed a thought-leadership programme centred around a flagship report, ‘The Changing Lawyer’.
The 24-page report targeted CLOs, General Counsel and Managing Partners. Engaging such a senior audience required specific insight into the trends and forces shaping the legal sector. We collaborated with leading legal journalists to ensure the appropriate level of expertise and access to leading voices in the industry.
A distinctive feature of the report and wider programme were the illustrations. We developed a style that reimagined Litera’s brand in a playful and refreshing way. The illustrations were key to making technical concepts accessible to the audience and distinct compared to other legal content available.
The Changing Lawyer has become a crucial resource for Litera. It helps us really understand the industry and have valuable conversations with our clients while also helping differentiate our brand from the competitors.
Senior Marketing Manager, Litera Microsystems
Following the success of the report, we also built a content hub that became a destination for thought leadership and ensured a continued online presence for the brand.
The programme was extended to include the Changing Lawyer Awards which recognised individuals, firms and companies in the legal industry for their roles in driving change through new technology, service models, or behaviour.
The Changing Lawyer was itself awarded a Content Marketing Award for Best New Digital Publication Design in 2018.
The success of the programme was supported with, and followed by:
- campaign strategy
- annual publication of The Changing Lawyer (2017-2020)
- a suite of digital content
- The Changing Lawyer content hub