Templates are a great way to ensure consistency across a campaign, especially those with multiple documents, as well as making the layout of content a much more time (and therefore cost) efficient process. We worked with Linklaters to create a template for their annual outlook series to utilise these benefits.

The Challenge

Linklaters publish a series of outlooks every year that report on a range of their sectors and specialisms. There was a recognition that historically each outlook had been created as a separate project, resulting in varying content structures and length which led to inconsistency in their design.

Internal teams lacked a unified, high-quality image resource. The result? Diluted messaging, and a brand experience that didn’t live up to the firm’s reputation for attention to detail and local presence.

The Solution

We created a template that all the outlooks would follow, however each publication utilised a unique image library. This allowed us to deliver a suite of documents each with their own personality that communicated the subject matter effectively. Not only was the template used for the design process, but also provided a guide for the authors in terms of content creation.

Working collaboratively, we established an image strategy focused on:

• Hero Imagery: Abstract, macro photography showcasing texture and detail – echoing the brand idea that “a little detail goes a long way”. These images created standout moments in key marketing and communications materials.
• Supporting Imagery: Curated London-themed photography capturing local architecture, cityscapes, and bespoke details from within Russell-Cooke’s own offices – from Georgian staircases to rooftop beehives. The imagery reinforced the firm’s personality and sense of place.
• System and Structure: We categorised images into Hero and Supporting tiers, providing clear usage guidance for internal teams. This ensured flexibility across formats, from brochures to digital content, while maintaining brand cohesion.

The Result

Once completed, Linklaters were left with a series of polished, consistently branded interactive PDF's that they could attach to their service webpages for easy access, as well as a template that can be used and developed for the next years series.

The result is a flexible, authentic visual identity that mirrors the firm’s ethos: expert, approachable, and firmly embedded in the city it serves.