National challenger firm, Keystone Law has been shortlisted, for a series of marketing prizes, in the Legal Week Innovation Awards and the Drum Marketing Awards.

Run by sector publication Legal Week, the Innovation Awards have selected Keystone as a forerunner in both Marketing and Business Development, alongside the likes of DLA Piper, Dentons, Reed Smith and Macfarlanes.

Meanwhile eminent marketing publication, The Drum has nominated the firm for Finance and Professional Services Marketing Strategy of the Year. Other nominees include Barclays, Schroders and Guardian Labs.

The past year has seen Keystone’s Marketing team ramp up the creativity with a recruitment focused, digital marketing campaign with the aim of attracting 60 partner level lawyers. Using its most daring messaging to date, Keystone urged lawyers entrenched in the traditional partnership model to “Quit the Circus” which has since caught the attention of hundreds of individuals and teams looking to move.

Other recruitment initiatives included the Keystone Goes Dating campaign which saw the firm use Valentine’s Day to promote the firm’s take on well-known dating app Tinder. Bringing legal recruitment into the 21st century, the team created an animation that mimicked the swiping process app users undertake. After scrolling through a series of traditional firms, the user finally spots Keystone Law before swiping right and discovering that it’s a match.

Finally, with growth front and centre for the firm – and an average of 60-70 lawyers joining each year, the team wanted to introduce new arrivals in an unconventional way. From Burns Night to magic playing cards, the firm’s creatives have conjured up a variety of DM pieces to ensure that senior lawyers making the move to Keystone make a big impact with clients and contacts.

The Legal Week Innovation Awards take place on Friday 25th May at The Brewery in Shoreditch.

The Drum Marketing Awards will be held on Wednesday 30th May at the Park Plaza in Westminster.

Keystone’s Marketing Director, Kristina Oliver said of her team’s nominations:

“Legal marketing is often regimented and archaic compared with what consumer brands are rolling out. Our team brings together a combination of forward-thinking minds, from a variety of backgrounds, and a dedicated approach to doing things differently. With a lot of trust in the team and our ideas, Keystone’s founder, James Knight, empowered us to go beyond the realms of traditional marketing – adopting guerrilla tactics to disrupt the status quo.

“To be recognised both from within and beyond our sector is a huge compliment to the team and the firm as a whole. They’re also testament to the idea that legal brands can be just as original as the brands which inspire so many of our campaigns.”