Haynes and Boone needed a new advertising and marketing campaign to promote their Dallas, Texas roots and their commitment and support of Texas and its people and businesses communities. With Dallas being considered one of the nation's top business markets, Haynes and Boone recognized large northeastern and mid-west law firms began opening offices in Dallas with aspirations to prospect and compete for the many business opportunities.

Our concepts represent the creativity behind an account pitch. S2 responded to Haynes and Boone's Request For a Proposal (RFP) and presented our strategy and concepts. The campaign we designed was intended to create top-of-mind awareness and reinforce the firm's presence as the preeminent law firm in the city of Dallas and the southwest. We planned to leverage not only who Haynes and Boone are today but also the history of the community in which the firm was founded.