They are also a way to make employees feel part of the team – we are building a common culture and brand.

When you are in the people business, it is essential to master the gap between the overall brand identity of the company while offering each and every employee the opportunity to show their own personality, within the company’s framework.
In connection with the name change to Moalem Weitemeyer, the Tier 1 corporate law firm wanted to mark the change by developing a new visual design for the company. It provided an opportunity to revitalize the corporate brand – leading to a new visual identity.

Barbara Holden Lockhart, Head of Communications & Engagement at Moalem Weitemeyer says: “People are our most important asset. Therefore, it was important for us to involve employees in the development of our new corporate identity and to engage them in the implementation of it. Portraits became a visual component in driving employee engagement.

Deciding the background colour for an employee’s portrait is a collaboration process with that specific employee. We believe that the individual’s personality must have a place within our overall corporate identity”.

One team – many players

The corporate identity defines a range of colours, and in this case, there is no primary colour. They are all equal. This vision also applies when it comes to the firm’s employees. There is great focus on unity because all functions have their role to play in securing the daily life at the office and the firm’s success. Therefore, all employees are represented on the website – with a portrait, but also with contact information, background data and a link to their LinkedIn profile. We want to be accessible and modern – in a classic professional way.

Personality reflected in portrait

A classic cropping of the portrait has been deliberately chosen. To add additional personality, employees are, as mentioned above, part of the decision process regarding the background colour for their portrait. A feature emphasizing diversity, which is an important value for the company.

At the moment, the portraits are used on the website, intranet, campaigns and as part of pitches, presenting the specific team for a project. Additionally, employees use the portraits on LinkedIn along with a company cover illustration matching the background of the portrait.

In the end Barbara Holden Lockhart sums it all up by saying “Portraits are important to everybody, and they help transform companies from a faceless business to a corporate brand of real people – people to whom our clients can relate. They are also a way to make employees feel part of the team ‒ we are building a common culture and brand. And when you are in the people business, it is essential to master the gap between the overall brand identity of the company while offering each and every employee the opportunity to show their own personality, within the company’s framework”.