To achieve the firm’s goals, we needed to get a clear sense of Aird & Berlis’s needs, unique selling points, and personality. We interviewed their executive team for vision and direction and 200 lawyers to effectively customize their bio
and practice area content. We also audited their website, marketing materials, and competitor websites, to develop new content with high search, client, and brand-value.
Concerning all law firm brands, the strongest ones are those that are lived by everyone at the firm. Aird & Berlis is one of these brands.
Each lawyer interviewed clearly articulated what made the firm so special and why a client should select them. With these insights in hand, our team of writers developed professional, consistent, personal, and impactful bios for all of the lawyers and
agents at the firm, as well as reimagined the firm’s brand position through all-new website content and practice area copy.
When it came time to refresh their logo, they wanted something simple, stylish, and to-the-point. The chosen logo reflects who the firm is—big-picture strategic leaders who are united in their efforts to move clients forward in the right direction.
With a new brand positioning determined, and identity selected, we completely re-engineered Aird & Berlis’s new website. Our development team brought the designs to life on desktop and mobile with a client-focused “How can we help you”
search box on every page; interactive home page banners highlighting the firm’s brand proposition and guiding users to key inside pages, lawyer bios with client-centric content and quick access to key information like representative work, publications,
awards, education, and expertise, and united the firm’s four distinct blogs into one platform, vastly improving the internal administration of these while still retaining each blog’s distinct brand.
While an updated logo and reimagined website helped elevate the brand, we strongly believed that the firm should communicate their brand value proposition through a clever campaign. The campaign focused on how the lawyers at the firm are looked to to provide
more than legal advice. When a company has a legal matter, a wider view of the law, business, and players involved is usually required. Decisions cannot be made in isolation and an Aird & Berlis lawyer often advises at “the intersection of business
Cubicle Fugitive developed a series of headlines and copy that was carried across the firm’s website banner campaign and social media. All of the headlines used the hook of “where x meets y” including “where questions meet answers”,
“where innovation meets collaboration” and, “where mission-critical meets critical thinking” and the body copy drew attention to the client benefits of working with this esteemed firm.
Looking for a creative means of both launching the firm’s new brand and reinforcing the value they offer clients, we used the firm’s new icon as a design element throughout their ads. It's a visual representation of business meeting the law.