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Aird & Berlis: Copywriting and Professional Bios

Project

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Like many firms, Aird & Berlis’ marketing department inherited a series of often outdated and inconsistent lawyer bios. With a desire to make all of the lawyer profiles more professional, impactful, and uniform, they retained Cubicle Fugitive to help with the rewriting of all profiles.

Our writing team was able to capture enough from each of the partners to craft a personal, professional, and unique bio for each person.

Wanting to create more than just the typical boilerplate bio, we interviewed all of the lawyers at the firm to gain perspective into their clients, practice, process, and uncover why clients choose them. In an effort to minimize costs for the firm, the interviews were performed in conjunction with the firm’s bio photos.

After interviewing all the professionals at the firm to update their bios, it became clear, that everyone had a keen sense of the firm and how best to help their clients. Our writing team was able to capture enough from each of the partners to craft a personal, professional, and unique bio for each person.

Cubicle Fugitive was also retained to research, edit, and write additional practice and industry content for the firm's new website, as well as, all-new "who we are" and student content as part of our brand positioning and awareness project. We carefully crafted the messaging to provide prospective clients and recruits with a sense of why Aird & Berlis is the right firm for them.

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