When you’re a 160-year-old law firm, prospective clients automatically assume you’re “old and stodgy.” But what if you aren’t? That’s exactly the misperception McCarter & English, New Jersey’s largest and oldest law firm, asked us to overcome. Our strategy was to leverage the value of their vast experience — but present it in a vibrant voice and style, revealing that this is a firm that’s positioned for the future, not lost in the past.