White & Case: Digital and print report
Overview
This report was developed as part of a larger initiative to further position the firm among the global elite. The aim was to evaluate if a law firm could have valuable and ongoing insights into how developments in global laws affect society and the commercial world.
This report provided a new conceptual model for understanding how legal and regulatory developments around the world are reshaping global interconnectedness. A new world of “clubs” and “fences” is emerging in place of the relatively open cross-border flows of goods, services, capital, people, and data that characterized globalization for much of the past four decades.
Clubs form when countries harmonize their regulations, potentially easing business activity between them. Fences are regulatory barriers that slow or block business activity, frequently between countries that compete strategically or ideologically.
This perspective was based on trends in seven legal and regulatory areas: trade, investment screening, tax, competition, data privacy, sanctions, and financial regulation. Collectively, these changes marked a significant shift in the way regulation affects global interconnectedness, with important implications for businesses, governments, and the global economy.
The Challenge
One of the communication and design challenges was to break away from the conventional messaging and photo style methods utilized within White & Case’s brand and embrace a new way of thinking that would set this work apart at a premium level. We aspired to create a business journal-style report combining traditional illustration techniques with digital art, infusing these creations with storytelling elements that resonate with a sophisticated business audience.
Our execution challenge was preparing the final products in time to launch for the firm’s global partner meeting. The team worked seamlessly in parallel towards the end to successfully produce multiple pieces to be rolled out at the event for the entire partnership. The individual components prepared comprised: a full report, a concise version of the report intended for a C-suite audience, a supporting website, a presentation for use at the upcoming global partner meeting presentation, and social media graphics.
Execution
The project was initiated by William Burke-White, a professor at the University of Pennsylvania, and Mikki Mahan, the global head of communications at White & Case. These project leaders set the tone for the communications strategy and kicked off the initial draft.
Our program manager, Anil Sharad, led an extensive discovery phase, working with McKinsey consultants to explore the concept and, if feasible, what approach should be taken to setting up an on-going research and report preparation capability within the firm. He also led sessions with the communications and creative services teams, guiding us and plotting our next steps. This gave the team the ability to set the vision, objectives, and desired outcomes and identify the target audience to understand their needs and preferences.
To develop a creative brief, our team researched emerging trends in the world of illustration and storytelling. We also analyzed successful business magazines and reports to inform our visual strategy. The illustrations needed to create meaningful narratives and emotional connections with the content and the readers.
Kotryna Zukauskaite, an editorial illustrator based in Vilnius, Lithuania, translated complex information into comprehensible imagery through visual metaphors. Her unique style enhanced the storytelling capabilities of the messaging and created a bespoke identity for this project while staying on brand.
Timelines and milestones
A detailed project timeline with milestones was established to ensure the team stayed on track during the creative journey. This included deadlines for research, concept development, writing, designing, and illustrating.
Launch and promotion
The website was launched in tandem with a print brochure and two digital brochures, accompanied by a comprehensive communication plan that included a presentation to the partnership, client mailings and events, and social media posts.
Credits
Mikki Mahan, Anil Sharad, Kim Robak, Caroline Caldwell, Robin McLoughlin, Lillian Martinez, TocciMade, Noel Tocci, Vivian Fransen, Kotryna Zukauskaite, Rapp Art, Sam Scali
