Values Built on Integrity

For nearly two decades, the law firm of Klein DeNatale & Goldner (KDG) were a BCD client, with the best of our creative partnership coming together through the Invaluable Campaign.

Teaming up with writer Tom Russell and the firm’s marketing director, Sally Selby, we set out to create a branding campaign imbued with a visual tone of trust and integrity. And to start, we grounded the work in KDG’s tagline, “Integrity, Ingenuity, Invaluable” which became the “one thing” guiding all creative concepts.

To arrest our audience’s imagination, a conceptual, illustrated approach was pitched and so was illustrator Douglas Smith, an American master in scratchboard illustration (think of the Wicked book jacket).

With the campaign running over several years, the messaging of the first half of our effort focused on what the firm offers through key practice areas including agriculture, trial law, and energy. The second, and final half of the campaign focused on why to consider KDG over other law firms: Integrity, and Ingenuity, which would prove to be Invaluable.