A Different Perspective

Ince & Co is a modern, forward-thinking law firm, one with breadth and depth. Proud of its training programme and results, Ince had an excellent retention rate, with more than 70% of partners having trained at the firm. Yet among graduates, its image had become tired and somewhat staid.

We helped Ince to see how it helped trainees and associates, at every stage, to become first-class lawyers. As they told stories about how the firm’s approach and culture had enabled them to develop and prosper, Ince’s trainees, associates and partners were able to bring to life the campaign theme: A Different Perspective.

We used this idea across adverts, brochure, exhibition panels and website to create a compelling story.

New film content – using time-lapse photography – took the story a step further. A visually quirky approach allowed Ince to put across the elements of fun and informality in the way it does business, showing its different perspective.