Riker Danzig, a multi-practice law firm well known in New Jersey, needed to branch out beyond its Garden State roots while fending off encroachment from New York firms. In addition to the push for increased brand awareness and brand preference within the Tri-State region, Riker Danzig wanted to raise the visibility of key practice areas as way to differentiate from competitors.


Our challenge was to evolve Riker Danzig’s New Jersey profile without abandoning it completely since it remains a core area of expertise. We developed a hybrid campaign with the flexibility to serve a dual purpose: It supports the broader branding initiative while weaving in messaging around specific vertical practice areas.


Our creative solution was a series of traditional print ads with a digital ad component. The four ads feature a bold creative execution of simple, recognizable objects that play to Riker Danzig’s core attributes of stability and tough negotiation while highlighting key practices areas like litigation, insurance, and environmental law.