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Case Study: Womble Carlyle

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The Brand

Greenfield/Belser helped us gain a national reputation for marketing innovation. For example, it was Greenfield/Belser that created our mascot, Winston the bulldog. And everyone loves Winston! The folks at Greenfield/Belser are imaginative and inventive, as well as professional and responsive.


Womble Carlyle, PLLC

Project Details

  • advertising

  • advertising

  • advertising

  • advertising

  • cookie promotion

  • holiday cards

  • recruiting brochure

  • recruiting brochure

consistency, the spirit of effective communication, can't be overdone

While Womble Carlyle was not the first law firm to recognize the value of advertising, it was among the first to understand each communication must sustain the look and feel of every other.

Womble’s most innovative contribution to law firm advertising arose not by design, but by coincidence: people fell in love with the bulldog. The bulldog entered the firm’s life in good fun, featured in the firm’s annual Client Service Award. Shortly after, the dog showed up on the firm’s holiday card. Within two years the bulldog became an icon for the firm.

The second and third ad series focused entirely on the bulldog. The bulldog playing Twister announced the opening of the firm’s Washington, D.C. office and showed up as a backlit diorama in Washington’s Ronald Reagan National Airport.

Ironically the bulldog, who is named Winston, (Winston-Salem, Winston Churchill) has come to humanize the firm, giving to its lawyers the same qualities we associate with man’s best friend—loyalty, friendliness and intelligence.