Challenge
Mark a milestone with meaning
Bennett Jones began in Calgary in 1922. What started as a regional law office grew into one of Canada’s most respected and influential national firms, with deep roots in business, politics, and the courts.
As the firm approached its 100th anniversary, leadership wanted to mark the occasion in a way that looked back but also projected forward.
They needed a book that would:
- Honour key clients and leaders across decades
- Showcase the firm’s national expansion and evolution
- Highlight its Calgary foundation and “Prairie pragmatism” roots
- Celebrate the legal professionals who shaped the firm’s reputation
- And unify a wide readership from new associates to retired partners
The storytelling needed to be clear, factual, and deeply human. The design had to reflect the confidence and formality of the legal profession, without feeling remote or inaccessible.
Solution
A book built on clarity and class
Echo began by assembling a cross-functional team of writers, editors, designers, and researchers to collaborate with Bennett Jones on shaping Firm First: 100 Years of Service and Trust 1922–2022.
We structured the narrative chronologically, with chapters tied to major moments in firm and national history.
Each section was carefully researched to ensure accuracy and inclusivity across regions and practice areas.
Design drew inspiration from architecture and law:
- A strong typographic system reflected the formality of the profession
- A creative mix of archival and contemporary photography to anchor the visual storytelling
- Strategically placed sidebars to deepen the storytelling and nail the impact made across a century of growth
Critically, the book was readable not just by legal insiders, but by clients, alumni, and future generations.
We highlighted:
- National reach without losing Western identity
- Longevity without nostalgia
- A culture of excellence built on service and trust
Result
A legacy project that landed
Firm First launched at Bennett Jones’ centennial events and quickly became a source of pride across offices.
Copies were shared with current and retired employees, clients, family members, and professional peers.
The feedback was overwhelmingly positive: many said they learned something new about a place they thought they knew well.
The project also deepened internal connection. In an industry known for high expectations and global pace, the book offered a moment of reflection and continuity.
It now serves as a keystone of the firm’s identity, useful in recruitment, alumni engagement, and executive positioning.
And like all great legacy books, it continues to circulate — on coffee tables, desks, and in boardrooms.
One more cool thinG...
A party, a book, a moment
We were proud to celebrate Firm First in person at the Bennett Jones centennial party on December 2, 2022.
A striking display of the book greeted guests at the entrance—a bold tribute to the firm’s legacy. Every attendee received a copy. Many were already flipping through it before heading out the door.
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