The Goal

Schwabe - The Goal
  • REORGANIZE AROUND INDUSTRIES
    Stand and declare its deep industry knowledge in the six industries that define the Pacific Northwest.
  • IMPLEMENT A TOTAL BRAND OVERHAUL
    Change everything—from how the firm presents its name to all of its communication materials.
  • CATCH UP TO OR OUTRUN COMPETITORS
    In a rapidly changing legal market, catch up to and run past primary competitors.

The Plan

Schwabe - The Plan
  • USE THE FIRM’S STREET NAME
    Schwabe is well-known in Portland but as “Schwabe,” not the full name of the firm.
  • CREATE A J.D. POWER SEAL OF APPROVAL
    “Represented by Schwabe” was stamped—even in water—on all primary firm images. The goal was to leverage the stamp into a brand symbol of quality.
  • LEAD WITH THOUGHT LEADERSHIP
    Organize all the firm’s materials into industry’s so that all thought leadership—articles, blogs and research—were industry based.

The Execution

Schwabe - The Execution
  • RE-ENVISION EVERY MARKET-FACING THING
    from the firm logo to the website to advertising, collateral brochures, e-blasts and trade show materials
  • USE INDUSTRY-CENTRIC LANGUAGE
    Buyers wear their industry hats. Talk to them in their language so they recognize you understand their industry, its trends and challenges.
  • DEVELOP A UNIQUE VISUAL STYLE
    Make every communication from Schwabe instantly recognizable based on the brand elements.

The Results

RESISTANCE

to firm-wide organization overcome

GOLD MEDAL SERVICE

industry advertising awards

1ST PLACE WINNER

in Legal Industry Your Honor Award

Schwabe - The Results

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