Hogan Lovells

GO.

Hogan Lovells is a global powerhouse law firm, and its Global Regulatory Group dominates the industry. They approached us seeking to create a powerful brand platform and identity for the Practice—one that could capture their unique perspective and approach to the challenges of regulation. A brand experience that could unify their messages, communicate their unprecedented scale, and stand apart visually, all while working seamlessly within the existing Hogan Lovells brand identity. In the end, our concept boiled down to a single idea: GO.

Core Services: Research | Brand Strategy | Identity Design | Brand Positioning & Messaging | Template & Collateral Development | E-mail Design | Brand Video

What is GO?

GO is a philosophically different mindset that stands in stark contrast to the plodding pace of the global regulatory landscape. It represents the ability to advance in the face of complexity, and being global meant this singular iconic idea needed to translate intuitively for audiences from Beijing to Brazil. GO is supported by a comprehensive brand messaging framework and expressed through bold imagery, creative metaphors, and universal symbolism. A sophisticated design composition radiates confidence, and bold typography reinforces a dominant voice and presence.

The messaging framework.

A brand is an exercise in purpose and consistency, and even the most stunning visual brand experiences are meaningless if messages aren’t communicated effectively. With this in mind, we developed a comprehensive brand communications platform to orient and align brand messaging both internally and externally. From defining key differentiators to providing soundbites and conversation starters for GO and other core philosophies, the messaging framework captures the mindset of the Practice and reinforces an idea truly unique in the industry.

A powerful identity.

GO needed to be noticed. But it also needed to remain visually aligned within the existing Hogan Lovells brand. The Global Regulatory practice has a diverse array of audiences, and the brand experience needed to translate across a number of touchpoints, both digital and otherwise. We created an entirely new visual language for the Practice that juxtaposed their existing brand elements in a unique way. And we brought it together through a coherent design system, signature graphical elements, and a distinct look designed to integrate across all of their communications materials.

A unifying thread.

Photography is among the most powerful of brand signals, and we knew from the onset we wanted to do something different. Enter green. Green is Hogan Lovells’ signature brand color, and we realized we could create an ownable visual identity by featuring imagery dominated by the color green and all of its various hues. The broad range of stunning imagery available allowed us to reinforce key themes, define brand philosophies, and depict practice areas in a unified manner. A comprehensive image library offered an extensive range of photography options, and provided guidance and direction on future imagery selection.

Unlimited possibilities.

From a video that introduces the full GO experience to custom wine labels featuring Hogan Lovells attorneys in various states of GO, the brand experience continues to gain momentum alongside the Global Regulatory Practice. It has been rolled out internationally to rave reviews, and has led to a steady stream of additional efforts within Hogan Lovells to capture and express all of the various initiatives within the firm in powerful new ways. As always, we are ready to—well, you know the rest…