Kilpatrick Townsend

Attracting Tomorrow’s Legacy

Setting industry precedent with a fresh recruitment brand

Overview

The recruitment team of internationally-renowned law firm Kilpatrick Townsend (KT) sought to distinguish its employer brand in an effort to attract top talent from schools around the country. Jackson Spalding launched an integrated marketing campaign to excite candidates and help the firm create a long-lasting impression with prospective employees as they made their way through law school. Through a fresh brand identity and innovative communication tactics, including a unique event model, KT was able to stand out as an employer of choice in a crowded industry.

Services Provided

  • Market Research
  • Event Management
  • Visual Identity System
  • Collateral Design
  • Ad Design
  • Brand Strategy
  • Website
  • Mobile App
  • Video Production

Branding

In order to attract a younger audience, we created a separate but complementary visual identity for the recruitment brand. We chose to enhance the established KT red with bright teal accents. The new palette was paired with custom illustrations that represented the components of KT’s recruitment strategy. 

After launching the KT recruitment brand and its distinct look and feel, the firm tasked us with bringing it to life through thoughtful application to physical and digital collateral. From notebooks to satchels, invitations and fliers, the team is still coming up with creative ways to leverage the refreshed brand.

kt-banding-full

Events

The firm’s ability to engage with top legal talent ultimately boiled down to building relationships. JS has worked with the KT team to produce dozens of in-person events from coast to coast, allowing law students to form connections with KT recruiters and lawyers. Instead of limiting ourselves to on-campus settings, we organized gatherings at more casual venues that appealed to our millennial audience, like the “Craft Your Career” event, which was hosted at local breweries. 

Callback Weekend – an interactive, activity-based way of interviewing prospects – is the firm’s signature recruitment event. Consisting of fun challenges and conversation, these weekends provide an efficient and effective way to assess talent. We assisted the KT team in organizing and executing these immersive events in Atlanta and San Francisco over the last five years.

Digital

We implemented an innovative and customized system to power the firm’s digital outreach efforts. In addition to creating a recruiting microsite, we produced a custom app and registration website (in partnership with Cvent) for Callback Weekend that was personalized to relay scheduling and other information specific to each individual student.

The dedication, creativity and attention to detail exhibited by the JS team proved absolutely critical to the successful execution of these events. A lesser team would have been crushed by both the volume and complexity of this operation. Wade H. HooperKilpatrick TownsendChief Strategic Growth Officer & Director Attorney Recruiting
1 st

immersive callback weekend for legal industry

2000 +

student candidate attendees

88 %

increase in ranking by American Lawyer Magazine

The Team

Meet the JS team that helped shape Kilpatrick Townsend’s recruitment brand.