client objectives

With more than 1,000 lawyers in 17 offices worldwide, Morrison & Foerster offers its clients comprehensive legal services in a wide range of practice areas, chief among them technology and life sciences. The firm launched MoFo Tech to share its expertise with both clients and prospects and to reinforce the firm's thought and action leadership in these areas. The firm felt that the magazine was a key "value add" for clients as well as an opportunity to use the attorneys' expertise to help clients survive the recession, maximize their resources (such as intellectual property) during the recession, and plan for the recovery.

The architecture and look of the magazine underscore the firm's reputation for both intellectual rigor and agility, its international presence, and its spirit of and commitment to innovation. The goal throughout is to provide readers with enough information to both pique their interest and create an impression of MoFo's knowledge and leadership, covering a tremendous amount of material in a relatively short space. The magazine's architecture has nine rubrics, each with its own focus which can accommodate from one to three related stories. The architecture helps to both organize and accommodate the material, but the real key is the writing: fast-paced, tight, informal, spritely, quote-heavy, and yet substantive and to the point.