Leason Ellis LLP: Brand Positioning and Strategy

Leason Ellis LLP, a leading intellectual property law firm headquartered in White Plains, New York, partnered with Cubicle Fugitive to refine and elevate its brand positioning. As one of the largest IP firms outside Manhattan, Leason Ellis aimed to articulate its unique value proposition clearly and compellingly to diverse client segments, including Fortune 100 companies, mid-market U.S. businesses, foreign associates, and in-house counsel. The firm sought messaging that reflects its commercially focused, creative, and client-centred approach, reinforcing its position as a fresh alternative to big law firms.

Discovery and Strategic Positioning

Cubicle Fugitive conducted a comprehensive brand audit, competitive analysis, and in-depth interviews with internal stakeholders and clients. This research revealed Leason Ellis’s core differentiators: a business-first mindset that delivers practical, actionable IP insights; adaptive and unconventional legal strategies tailored to each client’s unique needs; a personal, trusted counsel approach that emphasizes accessibility and collaboration; and a nimble, efficient alternative to traditional large firms.

The refined brand positioning framework centers on four key attributes:

• Commercially Focused IP Intelligence: Providing clear, strategic guidance aligned with clients’ business objectives and market realities.
• Unconventional Thinking: Creating creative, tailored legal solutions that challenge conventional IP approaches.
• A Human Lens to IP (Personal Connection): Building trusted partnerships through empathy, responsiveness, and integrity.
• An Evolved Legal Partner (A Fresh Alternative): Delivering sophisticated, effective IP counsel without big-firm bureaucracy or inflated costs.

Cubicle Fugitive recommended enhancing the firm’s visual identity by refining its colour palette and developing flexible logo formats to maintain strong brand recognition across platforms.

Ongoing Impact and Marketing Alignment

The brand report forms a foundational framework that is currently guiding the development of Leason Ellis’s new website and updated marketing collateral. Cubicle Fugitive is actively collaborating with the firm to ensure that this strategic clarity informs all digital and print communications, business development materials, and client outreach efforts.

This ongoing partnership enables Leason Ellis to establish a unified and compelling brand presence that reflects its unique strengths and market differentiation. Once launched, these assets will significantly enhance the firm’s visibility and support its long-term growth and leadership in intellectual property law.