The world has changed. Today the business landscape is constantly evolving – companies need more efficiency, agility and flexibility than ever before. When it comes to law, we discovered clients want no-nonsense, honest and accurate guidance so they’re free to focus on what really matters to them.
The team at Nexus believe there is a better way to practise law, for both clients and lawyers. They’ve done away with the traditional law firm model and have adopted a dispersed approach – the problem was convincing people, and potential partners, of the benefits of this new approach and how it meets their needs.
We discovered lawyers want greater autonomy, integration of work and life, as well as freedom from commuting, office politics and billing targets, so they can focus on what they do best.
We created the term ‘Open Law’, a handle to clearly communicate their purpose and point of difference.
Open Law is a collaboration of senior independent lawyers, connected via a unified operating network, which delivers a higher return for both client and lawyer. It delivers transparency, collaboration and innovation, allowing our lawyers to do their best work, which enables our clients to do the same.
To build effective messaging that communicates who we are, we can start by looking at the business as a person, which is what we did for Nexus.
Nexus is a hard-working person who believes in honesty and straight-talk. He values relationships over ‘things’ and is committed to personal improvement. He approaches every project as unique and looks for the bigger picture so he can find a solution to the problem rather than the symptom. He prefers to serve others not his ego and is committed to doing the right thing and doing it well. He is honest, straightforward and empathetic.
We wanted the experience for the user to be unexpected, refreshing and engaging. We needed to establish trust through clear communication and strategic creative.