Littler
Led by two visionary co-CEOs, a global law firm adopts first-of-its-kind technology to disrupt the field and stay ahead of the competition.
Littler is the largest global employment and labor law practice, with more than 1,200 attorneys in over 75 offices worldwide. Littler’s managing partners had made a major investment in advanced technology, enabling the firm to use data, analytics and other tools to provide deeper insights to its clients. Their goal: to put even more distance between the firm and its competitors by empowering clients with a cutting-edge offering unavailable elsewhere.
Through interviews with Littler clients, we learned that the firm’s technology leadership did not stem from a desire to innovate for its own sake. Rather, it was the direct outcome of a relentless focus on meeting and exceeding client expectations. Far from replacing personal interactions, Littler’s approach to technology is designed to strengthen relationships by empowering clients with the tools and information needed to navigate even the most challenging labor and employment issues.
This insight inspired the core of the new Littler brand, which turns the lens on the client to demonstrate how the firm’s innovation stems from a determination—and an ability—to solve clients’ complex employment and labor issues. The brand idea, “Fueled by ingenuity. Inspired by you.” reframes innovation as ingenuity to infuse a human element, and places this creative spirit squarely in the context of solving client challenges. “With the brightest minds, the best technology and a culture that celebrates original thinking, diverse backgrounds and innovative approaches, Littler brings the perspective to see what others can’t. This is why you need Littler. Because together with you, we tackle problems with ingenuity, conquer challenges others deem insurmountable, and innovate the groundbreaking solutions you need to succeed.”
With the new brand leading the way, we developed a cohesive brand architecture and nomenclature system for Littler. This system rationalized the firm’s expanded suite of technology offerings by organizing and identifying them to align with clients’ needs. Extensive messaging mapped the brand to the firm’s diverse global audiences, internal and external.
Today, Littler remains the undisputed leader in employment and labor law, building on their reputation for great counsel and empowering technology—always in service of the most critical needs of their clients.
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