It was clear that the next iconic movement of this brand, so relevant in its environment, will be marked by the awareness of an approach that unites brand, culture and business.
With Interbrand’s strategy, creation of Africa and photos by Bob Wolfenson, the law firm Mattos Filho repositions its brand with the project Our next 30 yearswhich highlights the positive impact generated on society through the evolution of legal activities since 1992.
The initiative, implemented over nine months, demonstrates an investment in marketing that is unusual in the legal field, inspiring the sector to invest in efforts capable of modernizing its image.
“It was clear that the next iconic move of this brand, so relevant in its environment, will be marked by the awareness of an approach that unites brand, culture and business, and that is what will put the firm on another level of positive impact not only for its clients, but also for its people and society”, evaluates Anne Grecco, Interbrand’s director of strategy.
The orange, purple and gray colors pack the brand’s new visual identity, with graphic elements that are an extension of the logo. The union of the letters “T” symbolizes trust, while the letter “A”, like an arrow, represents evolution.
The campaign is carried out by the collaborators themselves, who translate the concept of “transformers” through Wolfenson’s lens. Print and online media, social networks and website promote the rebranding. “We wanted to bring, in this campaign, a more human view and closer to the reality of the law and its collaborators. An advocacy that looks at the law as a good of society”, reveals Aaron Sutton, executive creative director of Africa.
Certain that “a strong brand is built from the inside out”, Ive Lima, director of communication and marketing at Mattos Filho, says that the work involved active listening to the teams in focus groups and internal qualitative research to interviews with customers and partners. .
Management and mindset reflect the firm’s connection with society’s claims related to access, diversity and inclusion. Mattos Filho works in law pro bono, and has the Soma Talents program, aimed at hiring black interns and lawyers.
“The milestone of our 30 years made us look at our history and what we have built so far, to design, above all, our best version for the future”, explains Ive.
Following the example of respected American and European law firms, Mattos Filho operates through modified lockstepaccumulating an average growth of around 14% per year in the last 12 years, and stands out in the sector for disclosing financial results.
