Brand Identity | Cross-media Templates | Content Marketing | Digital UI/UX | Social Media | Campaigns | Ads
Ropes & Gray is a purpose-driven legal powerhouse. My mandate: translate intangible value into tangible assets by modernising its brand design system and building a unified thought-leadership engine spanning the website, social channels and podcasts. Because service brands thrive on relationships, we embedded service-design principles at every touchpoint and positioned each partner as a living brand ambassador. The result is a suite of insight kits that helps every practice group drive growth, deepen client trust and amplify the firm’s reputation.
Brand Impact & Market Standing
Ropes & Gray demonstrates that in elite Big Law a coherent brand, one that fuses earned authority with human-centered purpose—outperforms any traditional marketing campaign.
By leaning into its Heritage + Authority positioning, the firm projects calm expertise and rigorous problem-solving at every touchpoint. An 18% year-over-year surge in AI-regulation thought leadership commentary now puts its share of voice ahead of Davis Polk and level with Kirkland in fintech, while a number-ten ranking on Vault’s 2024 prestige index signals deep trust among clients, recruits, and peers. These elite metrics, coupled with purpose-led commitments such as supporting breakthrough cancer research in life sciences, add a human dimension that amplifies brand credibility.
Events & Sponsorships
Ropes & Gray’s event and sponsorship strategy is engineered to drive ROI across the entire client acquisition funnel. Signature conferences, targeted industry forums, and high-impact sponsorships aren’t just about visibility—they're lead accelerators. From the flagship IPO Summit to presence at J.P. Morgan Healthcare and Jefferies Conferences, each touchpoint is designed to generate demand, deepen engagement, and convert interest into lasting relationships. Speaking slots and strategic partnerships amplify credibility, while curated gatherings and DEI workshops nurture long-term client value. It’s a multi-pronged engine—built not just for prestige, but for performance.
Event email invitations
Event program and digital collateral
Event display signage
Panel discussion teaser
At the Jefferies London event, attendees could meet or grab barista coffee before a marquee-speaker session that filled the room. Applause turned into pipeline: 20% of participants became qualified leads, sparking new client relationships on the spot.
Integrated event branding with email, social, and collateral tailored to building relationships. Meeting and branded coffee experience design.
Website digital experience
Client email alert communications
Web, Video & Podcast Content
We treat every shoot as a “create once, publish everywhere” engine, turning a single camera day into weeks of multi-channel reach across YouTube, the firm’s video hub, podcasts and social feeds. Snack-size thought-leadership clips covering everything from AI-privacy briefings to private-equity masterclasses keep general counsel current while framing partners as plain-spoken experts, and two-minute explainers translate thorny regulations into actionable guidance. Recruiting reels such as Sealing the Deal and Practice with Purpose showcase our 139-thousand-hour pro-bono record and a collegial culture, while awards, deal wins and associate spotlights are continuously repackaged in fresh formats and dimensions to maintain a consistent, high-impact presence across platforms.
Recruiting podcast social promotion
Podcast channels for
thought-leadership
Video series featuring subject matter experts
Content-Marketing
Ropes & Gray centers its digital strategy on content marketing, blending bold visuals with an approachable tone to drive organic reach, amplified by attorney resharing. Paid boosts are used selectively for high-priority campaigns. Collaborating with Global Marketing Execs I helped the firm moved beyond traditional client memos, adopting a modern, multi-format approach with thought leadership, podcasts, and animated content to build authority and engagement.
With ~60,600 followers and 30–60 LinkedIn posts per month, Ropes & Gray matches industry benchmarks. Engagement rates align with the legal sector average (~3.2%), supported by A/B testing of content types from legal insights to client stories.
Social promoting new website resources
Social series promoting report content
Social media Linkedin stream
Practice Area Brand System
Developed a unified visual system that brings cohesion across all practice areas while preserving their individual character. Applied this system to client pitch decks, PowerPoint presentations, and a full suite of printed collateral—ensuring brand consistency, clarity, and a polished experience at every touchpoint.
Digital collateral system with practice area themes + patterns
Powerpoint template system and pattern library
Intuitive Visual Clarity
Ropes & Gray bases its design on three pillars: clarity, contrast, and craft. This approach produces intuitive layouts that untangle complex matters, bold visuals that reinforce authority, and human-centered execution that safeguards quality at every touchpoint. Because legal services are intangible, every client interaction becomes a brand moment where content and writing style matter. Each design choice therefore carries the firm’s values and elevates the overall service experience.
Visual explainer content
Data visualization
Event Communications
Email invitation design list management for client dinners, webinars, and flagship events—ensuring each message was clear, on-brand, and optimized for engagement. From subject lines to RSVP flows, every touchpoint reinforced the firm’s professionalism and strengthened client relationships.
Being purpose-led: participation in national fund raising cycling event. Branded outfits.
Ropes & Gray makes limited use of traditional advertising, choosing instead to invest in targeted support and sponsorship placements that highlight thought leadership and community engagement. A signature focus is the firm’s active participation in cancer-research initiatives, where life-sciences partners contribute expertise and funding to accelerate breakthroughs while reinforcing the firm’s specialist credentials. This practice-aligned philanthropy keeps promotional efforts relevant, values-driven, and deeply connected to client priorities.
Advertising: support, sponsorship, congratulatory ads.
Managing the global visual identity toolkit, maintaining templates and asset libraries, while partnering with marketing & design teams in London, Japan, the U.S., and Paris to ensure a consistent brand expression worldwide.
