Problem?
Consistency is easy when everyone sounds the same. Allens had the opposite challenge.
As one of Australia's leading law firms, Allens is home to hundreds of brilliant communicators, each with their own style, expertise and perspective. Colourful. And inconsistent.
Solution?
Find the common thread. What do all these intelligent, proficient voices have in common? The answer became Genuine Leaders; a brand voice that balanced authority with authenticity, giving communicators a shared set of principles without sacrificing their individuality.
Result?
A unifying voice adopted across the firm, helping create a more consistent brand experience across channels, audiences and practice areas.
Case study