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Aird & Berlis: Brand Positioning and Awareness Strategy


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Aird & Berlis is one of Canada's premier business law firms, providing clients with strategic leverage in the marketplace through incisive legal counsel, clarity and confidence in business decision-making, and a sense of importance and respect through an invested and engaged approach to client service. With an excellent reputation in place, the firm was looking to update its visual image to match the high-quality services that the firm provides and better articulate why clients continue to choose their firm.

In conjunction with Aird & Berlis, we articulated the firm’s brand through new website copy, campaign headlines, bios, and practice area content.

After interviewing all the lawyers at the firm to update their lawyer bios, it became clear, quite quickly, that the people are the difference at Aird & Berlis. The firm takes great care in who they hire, seeking out only the most intelligent, capable, and sophisticated yet personable lawyers, whether they be students or established lawyers from other firms. 

While legal acumen and book smarts are essential for all hires, the Aird & Berlis lawyer is also a critical thinker, a patient listener, and an astute businessperson. They see critical details and opportunities that others overlook and can be trusted to get things done right no matter how complex the matter. They are in their clients’ markets and they are invested in their clients’ businesses taking a hands-on approach—at Aird & Berlis, the lawyer you hire is the lawyer you get.

Cubicle Fugitive worked with Aird & Berlis to create a new visual brand identity, all new business collateral and stationery, a new robust responsive website with four industry-specific blogs and representative work database, campaign advertising, and office signage. In conjunction with Aird & Berlis, we articulated the firm’s brand through new website copy, headlines, bios, and practice area content.

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