Foley & Lardner LLP

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As a key member of the in-house marketing team, I played a crucial role in developing Foley & Larder's advertising campaign. We created several concepts and rigorously tested them with focus groups to gauge their effectiveness and appeal. Our primary goal was to ensure that Foley & Larder's advertisements would stand out distinctly from those of other law firms.

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To achieve this, we explored alternatives to stock photography and the high costs associated with custom photo shoots. I took the lead in designing a custom collection of vector images, inspired by photographs but tailored to fit within the firm's corporate color scheme. This strategy not only allowed us to maintain a distinctive visual identity but also helped control production costs.

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Additionally, I developed a flexible grid system and established detailed type specifications, which streamlined the production of ads in various sizes and formats. This structured approach ensured that all campaign materials were visually cohesive and adaptable across different media and marketing platforms.