BRANDING / CASE STORY
Discovery & Recommendations
Voice & Messaging
Web Design & Development
With significant transformation in the last 10 years, this law firm’s brand was stuck where it had been; not where they’re going.
New offices, strategic plan, core values, vision, purpose, positioning, and a refined brand name — this was the time to create a new visual identity.
We created new branding grounded in this positioning: West Coast, Defense Lawyers, and Collaborative Teams.
S T R A T E G Y, T H E N B R A N D I N G
A strong brand is rooted in brand strategy, which means having well-articulated Purpose, Vision, Core Values and Positioning statements.
During a half-day workshop with the branding committee, we engaged in group prioritization exercises to narrow a lengthy list of firm attributes to three unique differentiators:
West Coast – We have deep knowledge of the law in CA, OR, and WA.
Defense lawyers with hands-of trial experience – We actually go to trial,
Collaborative Teams – Many minds contribute to resolve our client’s challenging legal issues
P O S I T I O N I N G S T A T E M E N T
From those three unique differentiators, we developed a positioning statement that defines the firm type (West Coast defense lawyers), how it is unique (hands-on trial experience and collaborative teams).
We are a West Coast firm of defense lawyers with hands-on trial experience. Our collaborative teams guide clients in resolving challenging legal issues.
C O R E V A L U E S
We Are a Team
By working closely together, we achieve the best possible outcomes for our clients.
We Are Respectful
Mutual respect is the cornerstone of how we interact with each other and our clients.
We Are Tenacious
We rise to every challenge —perseverance, determination, and grit define us.
We Are Fun
We are serious about our work, but we don’t take ourselves too seriously.
We Are Creative
Partnering with clients, we explore all possibilities to achieve successful outcomes.
B R A N D P E R S O N A L I T Y
Before developing the visual brand identity, we established five brand personality attributes to guide all future marketing communication materials and activities.