Redgrave LLP: Brand Strategy and Positioning

Redgrave LLP is a US-based law firm focused exclusively on the ever-evolving areas of eDiscovery, information governance, cybersecurity, data protection and data privacy law. A trailblazer in the field, the firm has offices in key markets, including Washington, D.C., Northern Virginia, Chicago, and San Francisco. With a team of legal, engineering, business, and technology professionals, Redgrave LLP helps Global and Fortune 500 companies, as well as digitally intensive start-ups, address their most challenging and complex information law matters.

Redgrave LLP approached Cubicle Fugitive to create a comprehensive brand strategy and update its market positioning. Redgrave LLP’s current brand was out of step with its reputation for leadership in a constantly evolving field and didn’t adequately reflect its growth trajectory. The firm sought a full-scale rebranding that could reflect its agile approach to a rapidly changing information landscape and reinforce its status as a leader at the nexus of business, technology, and law.

Cubicle Fugitive conducted significant research to understand Redgrave LLP’s existing market position and determine its key business differentiators. We thoroughly reviewed the firm’s existing website and marketing collateral, identifying enduring components of the firm’s brand identity and areas for reconceptualization. We also analyzed Redgrave LLP’s top competitors, which provided insight into the firm’s unique value proposition. Our extensive internal interviews revealed a roster of industry titans that provided exceptional legal support in a demanding, fast-paced knowledge area. We also conducted external interviews that identified essential components of the firm’s wider reputation while uncovering avenues for strengthening the connection between Redgrave LLP’s reputation and service delivery.

Using the insights generated from our discovery process, Cubicle Fugitive developed a new brand identity that reflected the firm’s unique identity as an innovator in the field of information law. We repositioned Redgrave LLP as a firm that defines (and redefines) the legal space by leveraging the diverse perspectives of its top-calibre legal and business professionals to anticipate and resolve complex problems with determination and creativity driven by a commitment to stay several steps ahead of not just the competition, but the field itself.

The strategic repositioning of Redgrave LLP through an updated brand identity effectively underscored the firm’s reputation as standard-bearers in a fast-moving field and the exuberance with which its elite talent handles pivotal problems for its high-profile clients. Cubicle Fugitive continues to work with Redgrave LLP on a variety of marketing initiatives.