Foley Hoag LLP
2008 ReBrand 100 Winners > distinctionIndustry: Legal/Accounting/Professional Services
Summary: Industry Setting - Foley Hoag LLP is a national law firm well-known in the Northeast, but facing stiff competition due to consolidation in the industry. In 2006, the firm decided to create a new, integrated marketing communications platform to rebrand itself in the marketplace. Challenge - The previous communications platform was undifferentiated both visually and in its messaging. In order to reach the target audience, the buyers of legal services (primarily generals counsel and C-suite executives), the new platform had to be bold with a focused positioning. The firm undertook a major discovery process including an evaluation of all marketing materials, interviews with key lawyers and clients, and an independent market research study including focus groups and interviews with 200 buyers of legal services. Strategy - Therefore, the resulting new creative platform is rooted in issues important to buyers of legal services and includes the use of metaphorical, high impact photography by fashion photographer, Rodney Smith. An aggressive advertising campaign includes The Wall Street Journal and Corporate Counsel magazine, as well as online channels and airport dioramas. New collateral uses a bright, high-energy color palette, and the centerpiece of the new platform is a new website (foleyhoag.com) using technologies such as blogs, podcasting and RSS feeds. Result - The bold, focused positioning goal was achieved with the use of a a bright, high-energy color palette for the new collateral, and the centerpiece of the new platform is a new website (foleyhoag.com) using technologies such as blogs, podcasting and RSS feeds. . Credits: Client: Foley Hoag - www.foleyhoag.com Brand Strategist/Designer: Foley Hoag - www.foleyhoag.com Brand Strategist/Designer: Right Hat, LLC - www.righthat.com Chief Marketing Officer: Mark E. Young, Foley Hoag Director of Marketing: Jeff Scalzi, Foley Hoag Marketing Communications Manager: Clodagh Boyle, Foley Hoag Marketing Technology Manager: Oliver Lubin, Foley Hoag [back] |
