Re-Positioning and Branding of a Regional Law Firm

The Challenge:

Develop a unified positioning and brand a full service, multi-faceted law firm whose attorneys emphasize a wide range of practice areas, and which targets individuals, businesses and government entities. The needs of often competing practice groups 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 the firm’s practice areas. Utilizing the agency’s Alternative Positioning Analysis, it was uncovered 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, regardless of the practice area involved.

Results:

Since A.L.T. began working with this firm, the number of its attorneys has more than doubled,
and it has grown from 1 to 5 offices.