Internationally recognized law firm, Womble Bond Dickinson, has attracted controversial attention following their recent rebranding efforts. Images of their new brand image were shared by Roll on Friday, revealing an unusual and potentially problematic approach.
In an endeavour that has raised many eyebrows, the law firm has chosen to portray their employees in an artfully distorted fashion. Unfortunately, this distinctive representation which slices images of personnel in half or transforms them into an irregular side profile, appears to be evoking adverse reactions.
Ironically, the legal profession doesn’t usually need any assistance to be perceived as duplicitous, and the new branding of Womble Bond Dickinson seems to be highlighting this rather unpleasant stereotype.
The marketing campaign’s tagline, “New problems, need new perspectives”, suggests a bold and innovative approach to positioning the firm. However, it can be seen that perhaps some attention from an older, more traditional perspective might be of benefit to mitigate the negative feedback.
It appears the law firm may be banking on the adage “there is no such thing as bad publicity”. Despite the unsettling rebrand, discussions around it are boosting their visibility and we find ourselves discussing WBD. However, the question remains whether this does more harm than good for the company’s reputation.
Feel free to view more of the images related to this new brand campaign on Roll on Friday. Nevertheless, consider yourself warned – the imagery is rather unsettling.