Re-Position/Brand Regional Law Firm

The Challenge:

Develop a unified positioning and brand a full service, multi-faceted law firm whose attorneys practice a wide range of legal areas, address disparate prospect audiences, and target varying geographic areas. These differences had traditionally led to the development of
mixed messages about the firm and an inefficient marketing program.

Strategic Approach:

Following extensive interviews with the firm’s attorneys, A.L.T. facilitated discussions designed to ascertain the “common thread” that ran through each of its practice areas. Utilizing the agency’s Alternative Positioning Analysis, it was discovered that the firm consistently sought to provide “unique perspectives” for its individual, business and governmental clients. This became the basis for an integrated “Seeing the World a Little Differently” campaign. Through unusual visual perspectives, the campaign brought to life
the firm’s commitment to all of its clients.

Results:

Since A.L.T. began working with this firm, the number of its attorneys has doubled, and it has grown from 1 to 4 offices.