Goodwin Procter

Turning strategies into action

Sometimes you walk into a firm that is just so different from the others that you’re left wondering how the firm developed into such a unique place. At the end of two days of interviews with Goodwin Procter lawyers, we quickly realized why. Goodwin attorneys see themselves less as lawyers and more as an integral part of the clients’ overall team. In short, they’re business partners in every sense of the word.

Yes, we know that some give lip service to that idea. But Goodwin Procter lawyers live it. So our challenge was to portray the entrepreneurial optimism that permeates the firm.

Our first assignment was a recruiting brochure, which featured zesty images of actual Goodwin lawyers, say, playing the guitar or splashing paint on a wall. That brochure was later completely reconfigured as a movie trailer to appear as the firm’s recruiting Web site.

Next, we produced an advertising campaign with headlines that came straight from the mouths of the firm’s attorneys (e.g., “I’m More Than a Lawyer. I’m in the Big Ideas Business,” or “I’m More Than a Lawyer. I’m in the New Markets Business.”). The key: The brochures, Web site and advertising all capture the energy and passion that define Goodwin Procter and make it who it is.

Goodwin Procter: Focused on all that’s possible for their clients.