Ince & Co is one of the oldest law firms in the City, but it wanted to refresh its written image. For its graduate recruitment brochure, we adopted a more engaging tone of voice, using the first and second person, a shorter sentence structure and simpler language.
Sensitive to the expectations of the legal market however, we avoided making the language too informal.
The content combined existing information from a variety of sources, which we re-wrote and edited into a consistent and cohesive structure, together with a series of interviews with Ince lawyers.
We were subsequently asked to re-write the firm’s graduate recruitment web pages, too, as well as preparing a series of case studies showcasing non-legal career opportunities at the firm.