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By the numbers
Wondering what Goodwin’s Creative team has been up to? Explore what we’ve done and get inspired for our next collaboration!
Meet The Team
Meet the minds behind the creative. Hover over our photos to find out more.
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Our Work
Meet the Team
946
projects with
In 2023, we completed
1,446
unique deliverables for
164
stakeholders across
32
LPAs and departments in
15
offices
Branding
Collateral
Ads
Environmental
Swag
Ava Chong Director, Creative New York
Some people direct traffic, I direct imagination.
Emily Dickman Senior Manager, Creative Operations New York
I manage projects like I manage my life, with impeccable style.
Jaclyn Deihl Manager, Design Philadelphia
Asma Shafi Manager, Design London
I might not save lives but I do make you look good.
Dasmine Ferrer Coordinator, Creative Operations New York
I put the WERK in werkflow.
Iyana Ludlow-Smith Junior Designer New York
I might mostly wear black but I do love working with colors.
Amanda Yam Creative Copywriter New York
I may not carry designer but I’ve got AP style.
Jamie Stout Assistant, Creative Operations Remote
I WILL deny your headshot (if it doesn’t meet brand standards).
Carly Roth Co-op, Creative Operations Boston
Fun fact lorem ipsum dolor sic est nonet sub
Signage
Sarah Viñas-Crutcher Manager, Design New York
Co-op
I unleash the stylish side of the law — bringing a touch of glamour to our daily lives.
Creative Creative Direction: Ava Chong Design: Ava Chong, Jaclyn Deihl Copy: Amanda Yam Animation: RR Donnelley Project Management: Emily Dickman Editorial Thought Leadership Development: Bob Mertz Distribution Campaign Strategy: Danielle Agostini Social Media: Martin Bain Stakeholder Technology BU Lead Partners: Steve Charkoudian, Marty Gomez
Project Team
Goal: Leverage existing content to raise visibility and awareness of our expertise on GenAI — and how we can provide legal advice on its use Audience: General/in-house counsel, cybersecurity/privacy decision-makers, startup founders Key Messaging: We can help answer some of the biggest questions around GenAI and the law — and work with you to leverage opportunities and manage associated risks in this growing space
Project Details
Understanding GenAI
Summer 2023
Exploring the Art of Inclusion
Alumni Week
Hybrid Work Tips
Goal: Showcase concrete, tangible examples of our commitment to DEI at each stage of the talent cycle Audience: Potential recruiting candidates, especially law students/new lawyers, Goodwin lawyers and GO! Team Key Messaging: We value and actively seek authenticity and different perspectives because it makes Goodwin stronger and better positioned to support our clients
Creative Creative Direction: Ava Chong Design: Jaclyn Deihl, Asma Shafi, Iyana Ludlow-Smith Copy: Danielle Agostini, Amanda Yam Project Management: Emily Dickman Instagram Reels Production: Danielle Agostini, Ava Chong, Martin Bain, Emily Dickman, Jacob Kuhn, Asma Shafi, Amanda Yam Distribution Campaign Strategy: Danielle Agostini Social Media: Martin Bain Stakeholders Overall Campaign: DEI Team 1L Diversity Fellowship Campaign: Legal Talent Aquisition Team
2023
Goal: Raise visibility and awareness of Goodwin’s alumni program, celebrate current alumni, and encourage new connections Audience: Goodwin alumni, potential lawyer candidates (especially non-partner track lawyers) Key Messaging: Goodwin is a great place to be from; and our extensive alumni network can support your career development
Creative Creative Direction: Ava Chong Design: Asma Shafi Production Studio: RR Donnelley Project Management: Dasmine Ferrer Distribution Campaign Strategy: Danielle Agostini Socia Media: Martin Bain Stakeholder Alumni Team
Spring 2023
Goal: Address common challenges of hybrid work identified through surveys led by the GX team Develop a new and more engaging way to convey helpful tips apart from email Audience: Goodwin lawyers and GO! Team Solution: A series of pithy and humorous memes to be distributed via the firmwide Teams channel and iNet
Creative Creative Direction: Ava Chong Design: Jaclyn Deihl Copy: Amanda Yam Production Studio: RR Donnelley Project Management: Emily Dickman Communications Distribution: Kon Shishkin Stakeholders GX Team / Anthony McCusker
Developed in Summer 2023 | To Launch in Early 2024
Organic LinkedIn posts
Paid LinkedIn posts
External email
Event postcard
Alumni spotlight template
Event swag
Event landing page
Zoom webinar assets
Alumni newsletter launch
Event lockup
Google display ads
iNet carousel animated gif
Campaign lockup
Campaign hub
Attract: Interactive Q & A
Attract: Organic LinkedIn posts
Integrate: Instagram posts
Develop: Instagram reels
Transition: Organic LinkedIn posts
External email examples
Attract: 1L Diversity Fellowship applications promotion Left: Paid LinkedIn post Right: Organic Instagram post
Engage & Recognize: Instagram reel
Internal communication examples
Tips address issues that fall into one of three main categories: Teal: On-the-job learning and feedback has waned as we jump from one Zoom meeting to the next
Green: Relationships have grown more transactional, and we are not always taking the time to build shared trust and understanding
Blue: Office doors are closed more often and when team members can’t always sit near one another, being in the office can seem no different than working from home
Creative Creative Direction: Ava Chong Design: Jaclyn Deihl, Iyana Ludlow-Smith Animation: Iyana Ludlow-Smith Copy: Amanda Yam Production Studio: RR Donnelley Project Management: Emily Dickman, Dasmine Ferrer, Jacob Kuhn Stakeholder GX Team
GX Culture Champions
Fall 2023
Core Principles
Initiative Branding
New Brand Assets
Goal: Update our core principles visuals to work without numbering them across a variety of applications, conveying that they are all equally important Audience: Goodwin lawyers and GO! Team, external visitors to our website
Creative Creative Direction: Ava Chong Design: Jaclyn Deihl, Asma Shafi Animation: Iyana Ludlow-Smith Project Management: Emily Dickman Communications Kon Shishkin Stakeholders Mark Bettencourt, Rob Insolia
Advisory Team
Asia, Europe, and the UK
West Coast and Remote
East Coast
Cultivating Community Branding Stakeholder: DEI Team Creative Direction: Ava Chong Design: Jaclyn Deihl Copy: Amanda Yam Project Management: Dasmine Ferrer
Goodwin Conversations: Lightning Round Branding Stakeholder: Anthony McCusker Creative Direction: Ava Chong Design & Animation: Asma Shafi Project Management: Dasmine Ferrer
Owner’s Mindset Branding Stakeholder: Anthony McCusker Creative Direction: Ava Chong Design and Animation: Asma Shafi Project Management: Emily Dickman
Future@Goodwin Branding Stakeholder: Innovation Team Creative Direction: Ava Chong Design & Animation: Iyana Ludlow-Smith Project Management: Dasmine Ferrer
Courtside Branding Stakeholder: Mark Bettencourt Creative Direction: Ava Chong Design: Jaclyn Deihl Project Management: Dasmine Ferrer
Quarterly Alumni Conversations Series Branding Stakeholder: Alumni Team Creative Direction: Ava Chong Design: Sarah Viñas-Crutcher Project Management: Dasmine Ferrer
Women in Technology Branding Stakeholder: Technology BU Creative Direction: Ava Chong Design: Iyana Ludlow-Smith Project Management: Dasmine Ferrer
Women of Color Collective Branding Stakeholder: DEI Team Creative Direction: Ava Chong Design: Iyana Ludlow-Smith Project Management: Dasmine Ferrer
Office Location Icons Creative Direction: Ava Chong Design: Jaclyn Deihl, Asma Shafi Project Management: Dasmine Ferrer
Brand Image Library 346 new images added to the library
Updated interactive experience embedded on the About Us page of our website
Partner Retreat signage
Partner Retreat video loop
Goal: Highlight GX Culture Champions across our 17 offices, introduce and generate excitement around the initiative that includes both lawyer and GO! Team members, and showcase the diversity of the Goodwin community Audience: Goodwin lawyers and GO! Team Solution: Inspired by fun, retro baseball cards, a series of trading cards highlighting each Champion
Printed baseball cards produced for each of the Champions
Interactive carousel — click on each card to "flip" it over
Champion fact sheet template
Reports
Digital
Postcards / One Pagers
Holiday Cards
Digital Collateral
GIIN Impact Forum Digital Collateral Stakeholder: ESG and Impact Team Creative Direction: Ava Chong Design: Sarah Viñas-Crutcher Copy: Amanda Yam Project Management: Dasmine Ferrer
Firm Holiday Card: Email & Print Stakeholders: Mark Bettencourt, Anthony McCusker Creative Direction: Ava Chong Design & Animation: Asma Shafi Copy: Amanda Yam Project Management: Emily Dickman
GO! Team Sugarwish Gift Card Stakeholder: Marketing Team Creative Direction: Ava Chong Design: Iyana Ludlow-Smith Copy: Amanda Yam Project Management: Dasmine Ferrer
Korean Lunar New Year Card Stakeholder: Client Development Team Creative Direction: Ava Chong Design: Iyana Ludlow-Smith Project Management: Dasmine Ferrer
Diwali Card Stakeholder: Asia Client Development Team Creative Direction: Ava Chong Design: Asma Shafi Project Management: Dasmine Ferrer
UK Gender Pay Gap Report Stakeholder: Human Resources Team Creative Direction: Ava Chong Design: Asma Shafi
BET on Success Postcard and Chip Stakeholder: Broker, Exchange, and Trading Team Creative Direction: Ava Chong Design: Jaclyn Deihl Copy: Danielle Agostini Project Management: Dasmine Ferrer
Get to Know Pride@Goodwin Postcard Stakeholder: DEI Team Creative Direction: Ava Chong Design: Iyana Ludlow-Smith Copy: Danielle Agostini Project Management: Dasmine Ferrer
NSIN Propel New York Event Postcard Stakeholder: Global Trade Team Creative Direction: Ava Chong Design: Sarah Viñas-Crutcher Copy: Amanda Yam Project Management: Dasmine Ferrer
Private Equity Fund Liquidity Solutions Insight Teaser Postcard Stakeholder: Private Investment Funds Team Creative Direction: Ava Chong Design: Asma Shafi Copy: Danielle Agostini Project Management: Dasmine Ferrer
Lateral Recruiting One Pager Stakeholder: Legal Talent Acquisition Team Creative Direction: Ava Chong Design: Iyana Ludlow-Smith Copy: Danielle Agostini Project Management: Dasmine Ferrer
Private Equity H1 Roundup One Pager Stakeholder: Private Equity BU Creative Direction: Ava Chong Design: Asma Shafi Copy: Danielle Agostini Project Management: Dasmine Ferrer
Private Equity Data-based Insights Social and Web Assets Stakeholder: Private Equity BU Creative Direction: Ava Chong Design: Jaclyn Deihl, Asma Shafi, Iyana Ludlow-Smith Production Studio: RR Donnelley Project Management: Dasmine Ferrer
Recruiting Social Assets Stakeholder: Legal Talent Acquisition Team Creative Direction: Ava Chong Design & Animation: Asma Shafi, RR Donnelley Project Management: Dasmine Ferrer
Branded LinkedIn Template Suite Stakeholder: Social Media Team Creative Direction: Ava Chong Design: Jaclyn Deihl, Iyana Ludlow-Smith Project Management: Dasmine Ferrer
State of Play Report Stakeholder: Private Investment Funds Team, Asia Client Development Team Lead Partner: Matthew Nortcliff Creative Direction: Ava Chong Design: Asma Shafi
GenAI Insight Social Assets Stakeholder: Social Media Team Creative Direction: Ava Chong Design: Sarah Viñas-Crutcher Project Management: Dasmine Ferrer
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JUVE Publication Ad Stakeholder: Private Equity BU Creative Direction: Ava Chong Design: Asma Shafi Copy: Amanda Yam Project Management: Dasmine Ferrer
Vault Banner Ads Stakeholder: Legal Talent Acquisition Team Creative Direction: Ava Chong Design & Animation: Sarah Viñas-Crutcher Copy: Amanda Yam Project Management: Dasmine Ferrer
PKU BIO-Net Symposium Sponsorship Ad Stakeholder: Life Sciences BU Creative Direction: Ava Chong Design: Sarah Viñas-Crutcher Copy: Amanda Yam Project Management: Dasmine Ferrer
Legal Recruiting Event Banner Stakeholder: Legal Talent Acquisition Team Creative Direction: Ava Chong Design: Sarah Viñas-Crutcher Copy: Amanda Yam Project Management: Dasmine Ferrer
Recruiting Booth Banner Concept Creative Direction: Ava Chong Design: Sarah Viñas-Crutcher Copy: Amanda Yam Project Management: Dasmine Ferrer
CREtech London Booth Banners Stakeholder: Proptech Team Creative Direction: Ava Chong Design: Asma Shafi Copy: Danielle Agostini Project Management: Dasmine Ferrer
Medtech Booth Banner Stakeholder: Medtech Team Creative Direction: Ava Chong Design: Asma Shafi Copy: Amanda Yam Project Management: Dasmine Ferrer
Branded Easel Sign Standardization Creative Direction: Ava Chong Design: Jaclyn Deihl, Asma Shafi, Iyana Ludlow-Smith Production Studio: RR Donnelley Project Management: Dasmine Ferrer
Pro Bono Winter Beanie Hat Stakeholder: Pro Bono Team Creative Direction: Ava Chong Design: Iyana Ludlow-Smith Project Management: Dasmine Ferrer Hat Photo: Jacob Kuhn
“I give this box two paws up!” -Elle
View Elle’s rave review
Pet Box Stakeholder: Marketing Team Creative Direction: Ava Chong Design: Asma Shafi Copy: Amanda Yam Project Management: Dasmine Ferrer Box Photos: Jacob Kuhn
Lawyers Have Heart 5K T-shirt Stakeholder: BLD Administration Team Creative Direction: Ava Chong Design: Iyana Ludlow-Smith Project Management: Dasmine Ferrer Shirt Photo: Jacob Kuhn
Baby Box Stakeholder: Marketing Team Creative Direction: Ava Chong Design: Jaclyn Deihl Project Management: Dasmine Ferrer Box Photos: Jacob Kuhn
