2017 was a special year for London-based law firm Druces LLP, which celebrated 250 years in business. We saw the milestone as an opportunity to not only reflect on what has kept the firm at the forefront of legal business for 250 years, but look ahead at its future.
Following a comprehensive discovery phase and brand audit, during which we identified key attributes and values that have been fundamental to the firm’s success, we devised a campaign strategy to bring the celebrations to life.
Acknowledging a milestone truly worth celebrating, we worked with our client-side project team to design a bespoke logo to convey the anniversary to all who engaged with the firm. Through exploratory workshops, we uncovered a truly fascinating history behind the firm – from the original Druces family crest and coat of arms, to the groundbreaking cases the firm has been involved with over time. The new logo was deployed across business cards, collateral and digital platforms throughout the year, as well as in environmental graphics in the London office interior.
The core of the campaign then went on to include an interview series with a select group of established businesses – chosen not only because of their compelling story and longevity, but also their eagerness to look forward as well as celebrate the past. Interviews included Head of the Private Office at Rathbones and Curator of Collections at the Marylebone Cricket Club (MCC).
We designed and developed a Druces 250 microsite to become the hub of campaign content throughout the year. Alongside the interview series, the microsite presented a dedicated Druces timeline – showcasing the firm’s achievements in the context of various cultural, political and legal milestones over the past 250 years. The micro-site also provided information and sign-up functionality for the firm’s educational seminar series.
The final component of the anniversary year campaign was a celebration event at London’s Royal Exchange – photos of which can be viewed on the microsite. High attendance levels at the event and internal engagement across the firm were clear signals of a successful initiative. In one piece of press coverage in The Times, Senior Partner Roy Campbell explains how the firm is “extremely proud of [its] past – it is a history laden with noteworthy moments and landmark achievements” and it is “looking forward to the successes over the next 250 years”.