Blake Dawson

Creating excellence with rapport

Blake Dawson Waldron is a leading Australian law firm, operating internationally.

Our challenge was to position the company as a top tier firm that has great rapport with its clients. We had to create a brand identity that reflects their distinctive culture, and avoids the traditional language of the
legal sector.

The communications strategy centres around one theme - ‘Excellence with rapport’.

We shortened the name from Blake Dawson Waldron (often referred to as BDW) to Blake Dawson.
Our work needed to demonstrate the merger between excellence in law and excellence in client service. We engaged a famous American cartoonist - Charles Barsotti - to create witty and engaging, relevant cartoons to add charm to the brand communications, and created a tone and look that are much more conversational than what law firms do.

The identity launched in November 2007 externally and has had spontaneous positive feedback from their clients, peers and, especially, their employees.