McLennan Ross: Professional Bios and Profiles

As part of a larger brand strategy and website redesign project, the firm approached Cubicle Fugitive to reimagine its website content, which included extensive interviews and rewriting the lawyer bios and practice areas on the website.

Following the brand strategy portion of the project, it was time to ensure the brand’s voice came through in every aspect and touchpoint across the client journey, including the bios.

With over 100 lawyers across three offices, tackling the professional bios was no simple undertaking. Following the brand strategy portion of the project, it was time to ensure the brand’s voice came through in every aspect and touchpoint across the client journey, including the bios.

We worked closely with the firm to create biography templates and guidelines to ensure the voice, content, and style were consistent across all pieces, make a cohesive and connected brand, and highlight each lawyer’s strengths and expertise. Cubicle Fugitive drafted all key stakeholder bios and worked with the internal marketing and communications team at McLennan Ross so they could prepare all Associate bios, as well as future Partner profiles. The internal team took this training and wrote cohesive professional biographies for all team members that reflected the brand and personality of the firm. We also worked with the firm’s marketers and local photographers to provide direction on the desired look of the firm’s new lawyer bio photos.