Littler
A Brand Heard ‘Round The World
BRAND STRATEGY • BRAND IDENTITY • BRAND EXPERIENCE
Challenge
Littler, a labor and employment law firm that started in the United States, came to Willoughby to evolve their brand identity system to work globally across their growing network of 1,800 lawyers and more than 100 offices worldwide. The firm is built on a structure that allows global firms to join Littler, sharing a single brand while maintaining legal and financial control, a strategic branding approach was required to allow a certain amount of independence at the local level.
Solution
While the existing brand has grown successfully across the US and leaders in other countries realized that being part of Littler would have a collective benefit, interviews with international offices revealed that its informal nature of the brand did not relate well to multinational audiences. The evolved system elevates the brand story to one of global collaboration that is relatable across all markets.
Result
The new core brand assets have a sophisticated visual system and clearly defined standards that reflects their market leadership in the US and abroad. The new brand identity system is robust and flexible enough to work with all Littler offices from Berlin to Barcelona, Kansas City to Sao Paulo.
Brand Strategy
Specialty and Connectivity
This brand needed a new visual big idea to reinforce the benefit of working with the leading labor and employment law attorneys who bring innovation, inclusion and knowledge-based solutions to local clients around the world. Each office works independently and is powered by the knowledge and shared best practices of an international network of attorneys.
Design
On The Dot
Beginning with the existing equity of the Littler mark, the design team made the dot on the Littler “i” work harder, becoming the new symbol of one firm, one voice, one collaborative team that is connecting the dots for clients around the globe. The concept was expanded into a series of graphic expressions applied to the firm’s corporate communications system.
The original Littler green was kept because it is distinctive to the Littler brand. The dot is an updated, cleaner blue and the whole system is grounded in a deep navy and a clean white to elevate the palette.
Experience
Global Community. Global Perspective.
With market-leading technology and services, superior talent and thought leadership across borders, across cultures and across the globe, the refined Littler brand tells the story of a single firm that offers multinational employment law solutions. To set up this brand roll-out for success, a detailed brand standards guide was provided so that all brand design partners, both internal and external, can maintain consistency around the globe.