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Tydings & Rosenberg sent out an eye-catching new-partner announcement that successfully serves a marketing purpose.  It's a refreshing change from useless the black-and-white data-devoid announcement in Copperplate type that many law firms send out.

It's part of a trifold flyer that includes photos of the lawyers including four associates and a panel devoted to new partner L. Content McLaughlin. Tydings is a 47-lawyer firm with offices in Maryland and Washington, DC.

Why the works:

• The popping-champagne bottle on the from panel looks like an invitation to a party, and entices the reader to open it.
• The color photo indicates that an live human has join the ranks of the 28 partners.
• It actually says what she does -- counsel business on day-to-day legal matters.
• It mentions non-bar association activities, like being Vice Chair of Women in Associated builders & Contractors (so we immediately know she is a rainmaker), the National Association of Women Business Owners and several charities.
• It lists her phone number and email address.
• The card graphics use the concentric golden circles motif show on their website.

Kudos to the firm's veteran marketing director Denise Dewling.