On a certain level, law firms are pretty much indistinguishable from one another. Work a 100-hour week at one firm or a 96-hour week at another and the bags under your eyes are just as big. Magic Circle firms, in particular, are as hard to tell apart as chunks of gravel.

The problem is that every firm is trying to differentiate itself in the same way: the work; the values; the social life; the prospect of working abroad in a ‘truly global’ firm; the comps and bens; the accumulation of past experiences rather than the potential of future ones. All of these are useful, and vital considerations for candidates, but they’re not the magic formula.

People today are looking for more emotional connections. They’re not simply looking for a job or a programme, a type of client or a list of benefits. They’re looking for somewhere they will love working at.

That’s why when Berwin Leighton Paisner asked us to help them Be Less Predictable, we knew it was exactly the sort of project we love to get involved with.

We redesigned the trainee brochure to make it less of a predictable list of ‘who we are’ and ‘what we do’ and more into a classic story of the hero’s journey – the graduate, stepping out into the world and, after successfully taking on challenge after challenge emerging triumphant.

To accompany this, we also created the BLP Sound shower experience on campus – something that really stood out at law fairs and engaged students in a totally unique and innovative way.

If you’d like to stand out from the crowd and build those all important natural conversations with the right talent, why not drop us a line and we’ll explain more about how we can help.

Call 020 7183 2556 or email tam.salih@tonic-agency.com to set up a coffee.