We are an Italian national law firm, comprising 16 lawyers and 6 staff.
We could and have been defined as a «boutique» specialised in a particular type of practice, that of administrative and public economic law, i.e. the area of law which governs the relations, especially economic relations, between public and private parties.
Rather than being a multiservice firm, we specialise in the specific practice of administrative and public economic law.
The Studio is organised so as to guarantee Clients a coherent consultancy and legal assistance, integrated in the form of “legal service”, on all matters associated with the management of relations with public institutions and business management, including litigation.
The "spirit of service" for which we are often willing to work at the Client's own offices springs from a high, and we believe essential, level of integration of the firm's Consultants with the Client's structures and resources, sharing the Client's institutional vision, decision-making processes and executive choices.
Our activity consists in providing consultancy and defending our Clients mainly in administrative courts, working for both public institutions and private firms which are often multinational businesses negotiating with the public authorities.
We create a confidential relationship with our Clients based on assiduous collaboration (working with fewer Clients in order to dedicate more time to each), founded on a strict relationship of trust, while our "front-end" relations with Judges in court are, naturally, formal and reverential.
Our logo and, in any case, our image will be used with all parties: Clients (acquired and potential) and Judges (they will also be used in judicial acts).
In 2008 we won the TopLegal Awards prize for the best Italian administrative law firm of the year, with the following motivation (which we believe expresses the essence of our mission): “A specialised boutique which has made strategic consultancy its strong point. Along with many firms founded from the evolution of the business State, this firm is also becoming ever more active in litigation”.
In 2009 and 2010 we were included among the top 100 Italian law firms and the top 500 European law firms.
We conduct our activities between Rome and Milan.
Our main offices are in the centre of Rome, in a 500 square metre apartment (previously the house of Luigi Pirandello) located in an important late 19th century monumental building next to the Supreme Court.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
We would like to create a coordinated firm image, starting with our (first) new logo.
We would also like to receive examples of how this logo would appear on our communications material (see step 7).
Please note that we would prefer our current name to remain unvaried in the new brand, as we have been identified by this name for more than a decade (if there are any other proposals, the brand should at least contain the name Lipani together with the reference to our "associates"): Lipani & Partners – Law Firm.
We do not believe that weighing scales or other objects/figures usually associated with the law and/or justice would be suitable to express our image: we prefer more abstract or at least more widely evocative designs.
The aim of our relations is to communicate the image of a boutique law firm that is: (i) highly competent, (ii)elite and modern, (iii) capable of managing complex situations/projects, (iv) structured, but at the same time placing importance on the direct, transparent, trustworthy and human aspect of relations, (v) goal orientated and strongly identified with the Client, (vi) capable of representing the authoritativeness which the State must show and the respect which is due towards the State.
Please remember, in any case, that relations with legal structures (Courts and Tribunals) make it important to respect strict standards of sobriety and formal elegance.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Our target audience is indicated below, in order of importance.
1.1 Large Clients, Public Authorities and Public Companies as well as private companies, often multinationals looking for solutions for complex issues regarding administrative law, employment law, civil law, commercial law, information technology law, telecommunications and new technology law and industrial law.
Our clients (acquired and potential) are represented by Ministers, Under-Secretaries, Heads of Department, General Managers of public authorities as well as Presidents, CEOs, MDs or Heads of Legal, Administration and Finance Departments or the Heads of organisation and personnel departments of public and private (often multinational) companies.
1.2 Judges from the civil courts (Tribunals, Appeals Courts and Supreme Court) and administrative courts (Regional Administrative Courts, Council of State and Court of Auditors).
In this case, we need to transmit an image of seriousness, solidity, authoritativeness and a solid grounding in our specific area of practice.
2. The media operating in the reference market.
In this case, we need to transmit an image that summarises everything we have set out in this document (in particular steps 2, this paragraph, 3 and 6).
3. Multi-service legal firms, and in particular international firms which often do not have a sufficiently developed internal administrative law practice (considered as a niche subject and, in any case, local) and therefore turn to our firm when they receive commissions within the subject when they require professional figures in our skill area.
In this case, we initially relate to our partners in the commissioning law firm, and subsequently with associates, to whom we need to transmit an image of competence, reliability, solidity and a thorough grounding in our reference sector.
4. Lawyers who we need or choose to recruit to our firm.
In this case we are dealing with lawyers in other firms, to whom we need to transmit an image that attracts top level, highly motivated and dedicated professionals.
5. Lawyers (colleagues) operating in our sector of law or associated sectors.
In this case we are dealing with lawyers in other firms who, during negotiations such as litigation, act as our "adversaries" and to whom we need to transmit an image of strength, solidity, competence and absolute assurance in our reference sector.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Lipani & Partners represents the best specialised choice in legal consultancy and litigation for any organisation, thanks to the way we integrate our Professionals with Client structures with the maximum efficiency, competence and strong orientation towards goals.
The perception of the firm by the various targets set out above is substantially the same, and is in any case clearly set out in step 3.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
We are recognised for our competence, our specialisation, our vision of the whole project and range of activities which we perform and, above all, our capacity to identify ourselves with the Client's own vision and aims, our integration even in multidisciplinary workgroups with whom we set up a strong synergy on goals, as well as the sharing of activities, decisions and results.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
- Reliability and efficiency
- Professionalism (quality) and seriousness
- Authoritativeness, grounding in our reference sector
- Client Selection
- Targeted, dynamic and multi-disciplinary approach
- Synergy with Clients
- Goal orientated
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Obligatory:
- Headed paper
- A4 pads
- Business cards
- A4 folders
- Application on website Homepage
- Letter envelopes
- Presentations
Optional extras:
- Pens
- USB sticks
- Extra business gadgets
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
Work must be delivered in PDF and JPG formats
The winner will be commissioned to deliver the output in the final formats required.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
