Minden Gross: Brand Positioning and Awareness Strategy

Minden Gross LLP, founded in 1950, garnered accolades early on for their skills and expertise in commercial real estate and later rounded out their service offerings to include communications and administrative law, as well as cultivating a strong corporate, and civil litigation practice. Today Minden Gross LLP is a well-respected mid-size law firm with a wide scope of expertise in business and personal law, serving clients globally and regionally.

Minden Gross had recently undergone a visual rebrand a few years back and required a new website that not only accurately reflected the image of the firm but also differentiated them from other mid-sized law firms while articulating Minden’s unique value proposition to clients.

This new website needed to serve as a business development tool to cross-sell services to existing clients, attract new clients, students, hires and reaffirm to existing clients that Minden is the “right fit” of a law firm for them.

Our extensive website and brand strategy processes begin with a deep discovery into a firm and what makes them unique. Through interviews with key stakeholders at Minden Gross, and following an extensive brand and competitive audit, we provided direction into the firm’s brand positioning. With regards to all brands, those that are clearly defined, differentiated and meaningful to their clients are the strongest. Throughout our investigation of Minden Gross, several points of difference in both the culture of the firm and how they service their clients became apparent.

The lawyers at Minden Gross provide high-quality legal services tailor-made to their client’s needs. The firm was built on the belief that creative solutions can only be had through a holistic and intimate understanding of a client’s business, not just their immediate need. The lawyers do more than their due-diligence research on a client and instead prefer to see in-person how their client’s businesses run, learn what they care about, how and when they make their money, and what hits their bottom line.

Their dedication to their clients, attention to detail and level of care and service for their clients separates them from other “Bay St.” law firms. Refuting the idea that legal matters are all the same, the lawyers at Minden Gross seek to address their client’s true issues by providing highly customized creative solutions.

We took the firm’s new strategy and visualized the brand through custom photography, headlines, practice area, and lawyer bio copy, and an entirely redesigned website. The firm’s website has held up quite well over the past decade.