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Cavalluzzo LLP: Brand Positioning and Awareness Strategy

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Founded in 1983 by Paul Cavalluzzo, Jim Hayes, and Elizabeth Shilton, these labour and employment mavericks set out to create a distinctive firm which would be recognized for excellence and their commitment to social justice and equality.

The firm wanted a bold new look and messaging to signal a change to the market.

A progressive firm, Cavalluzzo Hayes Shilton McIntyre & Cornish LLP Barristers & Solicitors was looking to truncate their name. The name-sake partners were planning to transition away from the leadership of the firm and, while still very much involved in the practice, they had the foresight to develop a long-term plan for their brand. They built upon a strategy that allowed the high-profile names to build equity for the firm while enabling their established and emerging talent to grow the firm into the next decade.

The firm wanted a bold new look and messaging to signal a change to the market. While always a fresh, approachable, forward-thinking, and strong firm—their design always felt antiquated. Cubicle Fugitive worked with the firm's partners and administrators on an entirely new visual system including fonts, colours, logo, collateral, website, intranet, stationery, advertising, photography, and key brand messaging. In 2019 we refreshed the firm's online presence staying true to the messaging, positioning, and brand design established in 2012-2013.

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