PFIZER LEGAL ALLIANCE

As the world’s largest pharmaceutical company, Pfizer inc. has long had a formidable legal collective of over 10,000 lawyers from over 30 countries. In 2009, the company managed the biggest change in legal history and streamlined its counsel into a leaner team of 2000 lawyers from 20 firms.

Haft2 was approached to design an introductory kit for the lawyers which would welcome them to the legal team and communicate the appropriate messaging and values in a way that they could then take to their own colleagues within and outside of their respective firms. The pieces needed to be light-hearted, and conducive to beginning a conversation, yet needed to remain brand compliant to Pfizer standards.

The experience of opening the kit was designed to be one of questions and answers. The graphic puzzle piece icon became a recurring motif – a metaphor for the sum of all its parts – ultimately creating something unexpected in the category of law.