Crowell & Moring

CHALLENGE

Develop a refreshed brand for an AmLaw 100 firm that has a humble attitude about its success. Find a way to promote the big litigation and regulatory successes and unique firm personality. Position the firm competitively in an extremely competitive legal market. 

SOLUTION

Conduct research both internally and externally to develop authentic messaging that will resonate with all audiences. Highlight successes via case studies that pack a visual punch. Maintain the firm’s unique personality but amplify what makes it strong in a humble yet powerful manner. Allow the firm to tell its story in its own words. 

RESULT

Firm adopts “strong beyond measure” as a framework for their growth strategy. Firm moves up AMLaw 100 list, gross revenue lifts 6.8% in a tough legal market, partner revenue grows and firm makes the AMLaw A list (a decathlon measurement of revenue, diversity, pro bono, and associate satisfaction). Accolades roll in from competitors and colleagues. Named as the top legal website in 2013 by Habeas Corp (a leading legal blog and news source). 

  • {from left to right:]
    tagline and brand positioning
    video
    website
    collateral
    print ad
    holiday greeting