Attracting aspiring lawyers

Law firms can often be formal and a bit officious – as well as anonymous. While many vie for the best graduates, few firms really stand out. With this campaign, which made a feature of three-letter acronyms, CMS made a bid to make its name more memorable. The copy tone in both the website and brochure is relaxed and friendly, making CMS seem much more approachable to would-be lawyers – one of the key things that also set it apart in the eyes of its clients.