others, but, quite likely, has left an impression that is unrelated to firm character and unique strengths. As a corporate storyteller, a piece driven by style is a one-time expenditure that is unable to add equity to identity or market position. Dramatic color can be used effectively as part of a deliberate effort to project a vibrant image or to pusThere is no room for a disconnect between the image your firm is projecting and the position you seek to carve out of the marketplace. More than ever, shifts in the legal industry are shining a bright light on business development. As the face of the firm evolves, its storytellers, i.e. the logo, firm brochure, practice area literature, recruitment material, trade publication ads, event invitations, newsletters, and the web site need to reflect the change. Collectively and individually, these ambassadors make a great case in favor of judging a book by its cover. How they look is just as important as their content.

Shaping that look, as well as shaping perception, is a function of graphic design. Strategic graphic design begins at the point where business goals and creativity intersect. A design, no matter how eye-catching, will fall short of success if that point of intersection has been missed. Sharp graphics alone lack the substance to define identity, but offer plenty of style.

Style is driven by trend. Style, rather than the firm, becomes the focus of this design approach. The design may be unusual. It may use appealing typestyles, sport a catchy headline, feature compelling illustrations, and photos of each principal attorney. Brochure design may even include a splash of purple. But will this design translate firm-wide from an invitation to a practice area brochure? It may have distinguished your firm from others, but, quite likely, has left an impression that is unrelated to firm character and unique strengths. As a corporate storyteller, a piece driven by style is a one-time expenditure that is unable to add equity to identity or market position. Dramatic color can be used effectively as part of a deliberate effort to project a vibrant image or to push

trade publication ads, event invitations, newsletters, and the web site need to reflect the change. Collectively and individually, these ambassadors make a great case in favor of judging a book by its cover. How they look is just as important as their content.

Shaping that look, as well as shaping perception, is a function of graphic design. Strategic graphic design begins at the point where business goals and creativity intersect. A design, no matter how eye-catching, will fall short of success if that point of intersection has been missed. Sharp graphics alone lack the substance to define identity, but offer plenty of style.

Style is driven by trend. Style, rather than the firm, becomes the focus of this design approach. The design may be unusual. It may use appealing typestyles, sport a catchy headline, feature compelling illustrations, and photos of each principal attorney. Brochure design may even include a splash of purple. But will this design translate firm-wide from an invitation to a practice area brochure? It may have distinguished your firm from others, but, quite likely, has left an impression that is unrelated to firm character and unique strengths. As a corporate storyteller, a piece driven by style is a one-time expenditure that is unable to add equity to identity or market position. Dramatic color can be used effectively as part of a deliberate effort to project a vibrant image or to pus

aphic design begins at the point where business goals and creativity intersect. A design, no matter how eye-catching, will fall short of success if that point of intersection has been missed. Sharp graphics alone lack the substance to define identity, but offer plenty of style.

Style is driven by trend. Style, rather than the firm, becomes the focus of this design approach. The design may be unusual. It may use appealing typestyles, sport a catchy headline, feature compelling illustrations, and photos of each principal attorney. Brochure design may even include a splash of purple. But will this design translate firm-wide from an invitation to a practice area brochure? It may have distinguished your firm from others, but, quite likely, has left an impression that is unrelated to firm character and unique strengths. As a corporate storyteller, a piece driven by style is a one-time expenditure that is unable to add equity to identity or market position. Dramatic color can be used effectively as part of a deliberate effort to project a vibrant image or to pus

his design approach. The design may be unusual. It may use appealing typestyles, sport a catchy headline, feature compelling illustrations, and photos of each principal attorney. Brochure design may even include a splash of purple. But will this design translate firm-wide from an invitation to a practice area brochure? It may have distinguished your firm from others, but, quite likely, has left an impression that is unrelated to firm character and unique strengths. As a corporate storyteller, a piece driven by style is a one-time expenditure that is unable to add equity to identity or market position. Dramatic color can be used effectively as part of a deliberate effort to project a vibrant image or to pusothers, but, quite likely, has left an impression that is unrelated to firm character and unique strengths. As a corporate storyteller, a piece driven by style is a one-time expenditure that is unable to add equity to identity or market position. Dramatic color can be used effectively as part of a deliberate effort to project a vibrant image or to push an existing connection with the firm. Then that splash of purple has been transformed from a gratuitous whim into a unique and memorable characteristic, a cornerstone of any branding and positioning effort. A prominent firm with offices in Chicago and throughout the U.S. uses bright yellow as part of its design identity, taking advantage of the opportunity afforded by its name.

What if 'vibrant' is not part of your firm's corporate story? Then an inappropriate characteristic is leading your image-making efforts. From among the following creative variables, which will create a tone that captures the essence of your firm:

• a fast-paced and succinct writing style or one that is warm and conversational;
• conceptual imagery or traditional portraits;
• illustration or photography;
• bright colors or ones that are subdued and monochromatic?

From this perspective, seemingly capricious design decisions become purposeful and connect to business goals. This strategic integration of information and presentation is what will influence people.

Another vital creative element that works to build image is the design system. Its function is to ensure that all publications look as though they have originated from the same source. Developing guidelines for layout, typography, color and use of imagery will create visual consistency across disciplines from the web to an event invitati