“Go With Gesmer” Speaks to Innovative Enterprises of All Stripes
Located a stone’s throw from Boston’s Innovation District, Gesmer Updegrove LLP represents emerging life science, higher ed, communications, clean tech, cannabis, and other high-growth clients — as well as their venture capital and private equity financiers. FINN set out to capture the can-do spirit of these inventive enterprises and the ethos of Gesmer lawyers. Finding a unifying theme was not an easy communications task because the target audiences are so diverse, even though they share an entrepreneurial DNA. Sample personas included:
- a world-renowned tech university that needs IP portfolio licensing counsel;
- a recent Ph.D. grad from the same university founding a new enterprise with a big idea and who needs startup-savvy lawyers; and
- the C-suite leaders of a maturing, tech-driven enterprise that is encountering new growth challenges — both legal and business — and might even have its corporate name on a research center at aforementioned university.
Our idea was to position the firm as a go-to resource for entrepreneurial businesses of all sizes and industries. Enter “Go with Gesmer” as an organizing theme. See the site at gesmer.com