GPS Advisory

We put secondaries at the center of the story, while keeping GPS’s broader work across private capital visible. Someone looking for that specialist knowledge should be able to recognize it straight away. A funds lawyer should also know there was a reason to get in touch.

The advice mattered as much as the search. A career decision involves the work someone wants to do, the people they’ll learn from, and what a firm can offer their practice. We wrote about those choices directly, including when staying might be the better decision.

An associate considering the next step and a partner moving a team have different questions. A law firm building a practice has another set again. We gave each audience its own page and wrote around the decisions it needed to make.

For associates and counsel, that meant explaining responsibility, mentorship, and progression. For partners, it meant the economics and support behind a practice, alongside confidential advice on a move. For firms, it meant showing how GPS could help assess the market and the people a hiring strategy would need.

The aim was to make a conversation useful before anyone had decided to change firms or begin a search.

Stefano wanted the brand to feel more established without becoming unrecognizable. We kept the name, and Guilherme developed the identity and website design, combining a restrained black-and-white foundation with mineral imagery and a diagonal slash.

The details evolved through review. Stefano shared the site with lawyer friends, who felt the more decorative type was being used too widely. We simplified the reading typography and kept the distinctive serif for selected headings.

Stefano already had plenty to say. His articles were part of how people came to know him, but the existing website wasn’t presenting them well.

We brought his writing and press coverage together in Insights, with The GPS Report giving his own articles a clear place in the site. Readers can explore his thinking in full, while coverage elsewhere links to the original publication. His perspective gives substance to the introduction.

Jason led the positioning, writing, and website build, with Guilherme leading the identity and design. The new site is built and in client review ahead of launch.