Brand Initiative
Standing Out in a Competitive Landscape
OBJECTIVE
Stinson Leonard Street, a legal firm with offices in 14 U.S. cities, sought to gain a deeper understanding of its place in the market and develop a new brand positioning, messaging and brand identity. The firm has grown through mergers and acquisitions, and was looking to bring cohesion to its internal culture as well as its external presence.
METHODOLOGY
To gain insights into the current legal landscape and how Stinson was perceived among competitors, we began with a competitive audit and qualitative research. Interviews were facilitated with clients, internal leadership and attorneys representing a mix of locations and practice areas. After conducting a brand workshop, we developed a brand strategy, including brand positioning, brand essence and personality; firm name recommendations and rationale; and external messaging. We also consulted on website architecture. We then designed a new brand identity for Stinson including logo, image system, marketing templates and brand guidelines.
OUTCOME
The combined efforts of our research, strategy and creative teams helped Stinson reposition itself with a strong and differentiating brand that demonstrates having fresh perspective in a highly competitive industry.