DLA Piper Romania
Fifteen years, marked with a "Future of Law" art collection
DLA Piper Dinu, the Romanian affiliate of the global law firm DLA Piper, reached its fifteenth year on the Romanian market — a milestone that, for a professional-services firm, is as much a positioning opportunity as a celebration. An organizational audit set the tone: after fifteen years the firm had earned genuine confidence, a strong client roster and an unusually forward-looking view of its own profession. Brandient’s brief was to turn the anniversary into an expression of exactly that.
The centerpiece was a limited collection of art posters, conceived and designed by Brandient on the theme of the "Future of Law." Rather than a self-congratulatory retrospective, the collection looked forward — and did so with wit and a lawyer’s self-awareness, taking on the forces reshaping the profession: climate change, cybersecurity, and the prospect of AI encroaching on knowledge work, legal practice included. Individual pieces gave the idea teeth: an aged Greta Thunberg, decades on, holds up a hand-lettered "told you" in a flooded street; a robotic hand brings a gavel down over a verdict that — quantum-style — is true and perjured at once; a mock 2036 front page runs the animal kingdom’s trial of humanity for the extinctions. It was a confident, gently self-deprecating statement from a firm willing to poke fun at a future it, too, would have to navigate.
The concept worked as communication, not decoration. The exhibition anchored the anniversary event, and its clearest measure of success was that DLA Piper’s own clients asked for prints to hang in their offices — the mark of a brand gesture people actually wanted to keep, from a firm that had turned an anniversary into a statement about where the profession, and it, were headed.
Client:
DLA Piper Dinu
Industry:
Professional services
Project type:
Brand Localization
Date:
2023
Services:
Brand Audit, Communication Design; Organizational Culture branding
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