PROJECT NOTES: 'Gilbert + Tobin + me' is a graduate recruitment branding project Brooke-Star Elliott Tomassi and I developed when we co-owned Design Animals. We did this project in conjunction with Editor Group who crafted the editorial content. Our approach was very transparent and inclusive, with a focus on 'employee experience', before it was officially a thing.
Working with Gilbert + Tobin's dynamic heads of marketing and HR, we were driven to build on the firm's well recognised identity and reputation, and positively set them apart from the other Big 6 Australian law firms. Positioning Gilbert + Tobin as an innovative, intelligent, industry leader, with strong ethical and community values. Each interaction with the firm needed to give employees and potential employees an experience of Gilbert + Tobin’s personality and points of difference in a way that was personalised, memorable and relevant to each of their employee groups (existing employees, top graduates, lateral hires, and alumni).
We inherited the Gilbert + Tobin logo, and devised the idea of adding the '+me' to acknowledge the individual in their own right, as well as their inclusion in the firm. This allowed us to set Gilbert + Tobin's employee brand apart from their customer facing brand identity, while simultaneously building on the strength and recognition the firm already experienced in the market.
Our approach was simple, effective and friendly. By breaking down the traditional hierarchy in law firms and putting everybody on an equal and inclusive playing field, our employment brand was all about the individual and their relationship to their work environment and colleagues. The ‘+me’ provided a sense of belonging and emotional connection, it symbolised the human heart of the firm's brand. It also lent itself to fresh ideas, such as ‘me-mails’ to alumni members and set the firm apart from other firms who at the time were still talking about YOU and US but never ME.
Graduates were given +me magazine which featured high quality articles on topics of interest to them. This included information on the various practice areas and insights into what happens behind the scenes at Gilbert + Tobin. The magazine had a journalistic style approach, and also included partner interviews, a history of Gilbert + Tobin and other feature stories.
Design of +me magazine: Brooke-Star Elliott Tommasi
Photography: Dan Gray from Graynoise
Photography Art Direction: Danielle Kojic
Editorial content: Editor Group
Each practice areas depicted real life case studies (detailing what it is like to work in that area and what a typical day might look like), as well as detailing awards and achievements.
Graphics were created to aid visual assimilation.
The application process, career steps, roles and benefits were simplified and highlighted for quick reference.
On the softer side, tabloid style pages showed what Gilbert + Tobin lawyers and current graduates did outside of work. Who they are as people, not just as lawyers. Our primary goal in designing +me magazine, was to provide relevant information and foster a culture of belonging within a team of talented individuals.
The benefits of choosing Gilbert + Tobin for your clerkship were highlighted in a transparent and meaningful way.
All of our models were current employees, graduates and clerks at Gilbert + Tobin. They were all exceptional to work with, and recorded their time in participating in the photoshoot under the heading of 'marketing' on their timesheets. A disciplined and good looking bunch they were indeed.
Posters, print and online advertisements were designed to ensure a consistent well rounded campaign across all employee touchpoints.
Another differentiating aspect of the campaign was to focus advertising and case studies on the real-world results of the work carried out by Gilbert + Tobin lawyers. Not just information about the team or potential recruits; which was the focus of every other piece of competitor marketing. By inviting graduates to project themselves into the '+me' icon (the view finder), we could visually convey to them what it would be like to be part of a winning team. We communicated with graduates in an emotive way by igniting their aspirations, and made Gilbert + Tobin stand out by showcasing their global achievements.
To demonstrate the firm's pro bono work, we used a modified tagline that linked back to the main campaign, "Put others in the picture'.
Images selected for the "Put others in the picture' campaign needed to be accurate and meaningful but also high quality and striking. This enabled us to communicate the value of Gilbert + Tobin's pro bono work as well as the firm’s genuine interest in people, art and creativity. The above images are conceptual examples.
We worked with Jason Hawkins from the highly regarded agency KND Digital to ensure that Gilbert + Tobin's corporate and employment brands aligned visually across all digital platforms. KND worked on maximising functionality, CMS, and UX to provide a seamless and engaging user experience.
Digital EDM templates were created to promote events and distribute news updates and information, enabling Gilbert + Tobin to maintain contact with current employees and potential hires.
We launched a microsite for the +me recruitment brand which focussed on the more human, people-oriented side of the organisation. This site, in conjunction with a Facebook group and targeted banner advertising on social, became an important information resource and online community for existing employees, alumni members and graduates, while providing them with benefits and quality content; a reason to keep in touch.
Content included:
1. Highly informative student program with video content on the application & interview process, videos from new employees talking about their experience, training etc.
2. Featured employee profiles.
3. G+T Social network through a Facebook group.
4. Q&A blog – with posts on current practices, trends and issues in the legal profession.
5. News section with monthly EDM (HTML emails).
6. Event calendar.
7. Any necessary information pages.
8. Buddy system/mentor program – details on how it works.
9. Job opportunities – listed with online application process.
Our conceptual exhibition stand design to enhance Gilbert + Tobin's brand presence at careers day. The design incorporated technology that allowed the client to play informative and attention grabbing video content on the outside front wall of the stand. We prescribed a video trailer (up to 3 minutes in length) with the intro being styled on the trailer to ‘The Practice’ but with layered slick corporate images instead of criminal law scenes. Followed by behind the scenes raw interviews with partners who featured in the trailer.
The back wall housed a horizontal strip of campaign posters that could easily be updated for future campaigns. The use of LED lighting to highlight the view finder that depicts the 'Put yourself (or others) in the picture' campaign. Beneath the posters were low storage cupboards for extra magazines and giveaways to ensure the stand remained tidy and uncluttered.
The stand was designed to have seating to invite graduates to come inside and meet some of the Gilbert + Tobin team in a relaxed environment.
As there is nothing like the smell of freshly brewed coffee wafting through the air, we set up a coffee cart and hired a barista to draw graduates to the Gilbert + Tobin stand for a free cup of coffee and a chat with Gilbert + Tobin staff – all eager to discuss what it is like working at the firm and answer any questions the graduates had about the interview process, what they could expect to be doing, and what the different practice areas were all about.
Branded coffee cup design.
We also created a large format portable display stand for use at exhibitions and promotional events.
'Call me' business cards were designed and handed out at careers day and other graduate events to encourage continued contact with the Gilbert + Tobin team and answer any follow up questions the graduates may have. From the get go, we wanted potential hires to get a taste of the relational, non-heirarchical culture they could expect if they chose to become part of the Gilbert + Tobin team.
Gilbert + Tobin employees who manned the stand at careers day and other events all wore 'Ask me' t-shirts. An open invitation to graduates to approach and start up a conversation about their interests, queries and any potential concerns. Our aim was to put graduates at ease, establish an easy dialogue and help them gather all the information they required to make a decision about joining the Gilbert + Tobin team.
We created various pieces of merchandise throughout the campaign playing on the +me theme. These were distributed to graduates at careers day with the +me magazine and other useful material inside.
+me badge... just to remind graduates to always include themselves.
