Standing out with firm focus.

Challenge

Schulte Roth & Zabel is a law firm with deep specialization in financial services, specifically private capital. They are the leader in the space, the gold standard, a uniquely sophisticated group, yet their brand didn’t adequately reflect it. As one person said, “We don’t look like one firm…we look like many.” This disconnect made it hard for Schulte to effectively convey their differentiated value proposition to both clients and team members.

Insight

Through surveys, workshops and direct conversations with employees and clients, we uncovered that there are many large, global, multidisciplinary law firms who claim to do it all. What makes Schulte stand out is its firmwide focus. Their collective commitment to private capital gives them a deep understanding of their clients’ businesses and a holistic industry perspective. Because Schulte lawyers all have experience in private capital and work closely together, they’re able to integrate their intelligence — so when you work with one of them, you work with all of them.

Solution

Firm focus became the core idea behind the brand. We crafted brand messaging that emphasized the benefits of Schulte’s specialized expertise and aligned their services with the outcomes they create for clients. We also defined cultural values that captured the firmwide, inclusive approach they take to everything they do. This was all brought to life through a simple yet bold visual identity built to articulate and celebrate their leadership in private capital. A mark with three squares that puts them on a pedestal as the enduring pioneers that will push the industry forward. We then expressed the new brand across everywhere Schulte shows up, including a reimagined website, marketing materials, events and more.