OUR WORK Troutman Pepper Locke
An ascending powerhouse law firm refreshes its brand and overhauls its website as two firms become one in a merger.
Two AMLaw 100 law firms became one top 30 international firm in a merger of equals with complimentary geographies, industries, cultures, client service approaches, and values. The challenge is to create a unifying identity, story and website drawn from the best of both legacy firms and their innovative client service experience model. And to explain the benefits of the combination to clients, recruits and the firm’s people.
GOAL
Combine, refresh and elevate the brand and website of the newly merged powerhouse law firm. Communicate the value of the “new” firm’s client and employer brand experience externally and internally.
SECTOR EXPERTISE
Professional Services
In collaboration with the firm’s leadership and marketing/BD teams, here is what FINN delivered to Troutman:
- Created a unifying master theme for market facing and employer brands derived from the firm’s innovative client experience programs: “Your experience is our difference.”
- Refreshed and combined the identity systems of the two firms into a new, fresh and distinctive design system drawn from the best of both firms.
- Designed and delivered a comprehensive internal communications campaign and communication tools surrounding the combination.
- Planned, designed, developed an entirely new, single website with complex BD and recruitment systems integrations. Also delivered a smarter, rationalized approach to microsites and multimedia communications.
- Carried the new brand look, feel and voice over from digital to numerous BD and recruitment templates and tools.
- Created custom image libraries, icon suites, and graphic communication tools for on and offline use. Cataloged the refreshed brand identity with brand standards to ensure brand consistency.
This project integrated the following FINN skills: research and market insights; brand strategy and positioning; brand design; website planning, design, writing and development; employer brand internal communications campaign; sales and social tools template design and writing.
The Work
