Baker & Partners | B2B Brand heritage campaign

Get prospect legal clients in key offshore markets

Who have complex litigation problems to solve

To choose Baker & Partners as the leading law firm of choice

By celebrating the breadth of expertise and professional mastery borne out of 20 years of legal practice.

The challenge

How can we mark a milestone story for a leading offshore law firm that their future clients would care about? How do we avoid sounding self-serving by telling a story that’s all about us?

Who actually cares about brand heritage? How does it benefit the end customer? Isn’t it just a vainglorious biopic of what makes us so great?

And how can we be disruptive in a stale B2B category? It is rare to find a offshore law firm with an appetite for innovative brand storytelling.

The truth

Who cares about brand heritage? Your customers do. It proves that you’re trusted, dedicated, credible. Established in your field.

Professional expertise is the biggest currency in the legal market where clients are choosing between firms to represent them and help them solve technically complex and disputatious problems.

Why? Because mastery inspires confidence. Clients want to feel assured, empowered, and completely confident in their law firm’s ability to find a swift and satisfactory resolution to their legal problems. 

Baker & Partners’ clients have complete confidence in our powers to resolve their litigation problems in an efficient, cool-headed and sophisticated manner. Why? Because we are battle-tested and trusted legal experts. We inspire that total confidence through our extensive professional experience in solving complex legal challenges for clients just like them.

Baker & Partners is world-renowned for solving the unsolvable over two decades of legal mastery. 

How did the firm get this good as a legal practice? Just that. Practice. 20 years of deliberate practice and professional experience to become masters of their craft. 

The idea

I directed a film crew to create beautiful film portraits of masters of their craft in various fields of excellence; ballet dancers, chess masters, concert pianists, painters, chefs, athletes. 

We showed our admiration for mastery in different fields of human endeavour to build a strong brand association with the idea of professional mastery. By expressing our humble admiration for others, it gave us the license and quiet confidence to share our own professional mastery with the world. 

We drew a poetic analogy with the patient, deliberate practice it takes to achieve a level of mastery and your expertise in the legal craft through universal qualities that all experts share: virtuosity, precision, timing, creativity, problem solving, determination and seeing possibility and solutions where others don’t. 

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