Legal Week

The brief

ALM’s Legal Week is a well-established annual event in the US that brings together thousands of legal professionals from all around the world to network, learn and share. It’s one of the biggest events in the calendars of many in the law profession, yet pre-2020, the branding was feeling dated.

In December 2020, I was tasked with leading the corporate rebrand for the event as Creative Director, with a view to developing a new brand identity for Legal Week. Not only were all the digital promotional assets needing to be updated, but the physical event branding (namely in-show signage) needed a refresh as well.

Challenges

The physical distance of the transatlantic relationship with the client and the physical event led to a challenge of presenting the event without being able to see the space and limited contact with ALM.

This was a multi-asset production that demanded continuity throughout plus there were multiple stakeholders to satisfy in doing this. Furthermore, I was given just six weeks to complete all aspects of the task but with strong organisation and teamwork, this was achievable.

Results

In collaboration with my team, I sent over a number of design concept proposals, one of which was selected and delivered with excellent results and minimal changes required. These included positive feedback from many attendees both on and offline, therefore reinforcing ALM and Legal Week’s positions at the forefront of emerging opportunities in the legal sector.

Alongside the event branding and digital advertising campaign, I delivered a corporate guidelines document as well as further presentation artwork and slides for the event presentation, resulting in a consistent and visually captivating event overall that satisfied both ALM and each of the stakeholders. 

My ability to come up with and employ the creative strategy for this project so effectively and in such a short space of time showcased my strong organisation and teamwork skills in a Creative Director role. I successfully completed all tasks in hand within the six-week timeframe I was given to do so in, demonstrating technical excellence and eye-catching design.

In 2021, I assisted in developing the online branding further as ALM was forced to move Legal Week strictly online after the outbreak of the COVID-19 pandemic. Once again, the event was a success and led to high praise from those in attendance.