Aird & Berlis: Brand Positioning and Awareness Strategy

Aird & Berlis is one of Canada's premier business law firms, providing clients with strategic leverage in the marketplace through incisive legal counsel, clarity and confidence in business decision-making, and a sense of importance and respect through an invested and engaged approach to client service. With an excellent reputation in place, the firm sought to update its visual image to match the high-quality services it provides and better articulate why clients continue to choose the firm.

In conjunction with Aird & Berlis, we articulated the firm’s brand through new website copy, campaign headlines, bios, and practice area content.

After interviewing all the lawyers at the firm to update their lawyer bios, it became clear, quite quickly, that the people are the difference at Aird & Berlis. The firm takes great care in who they hire, seeking out only the most intelligent, capable, and sophisticated yet personable lawyers, whether they be students or established lawyers from other firms. 

While legal acumen and book smarts are essential for all hires, the Aird & Berlis lawyer is also a critical thinker, a patient listener, and an astute businessperson. They identify critical details and opportunities that others overlook and can be trusted to get things done correctly, regardless of the matter's complexity. They are in their clients’ markets and they are invested in their clients’ businesses, taking a hands-on approach—at Aird & Berlis, the lawyer you hire is the lawyer you get.

Cubicle Fugitive collaborated with Aird & Berlis to develop a new visual brand identity, comprehensive business collateral and stationery, a robust, responsive website featuring four industry-specific blogs and a representative work database, campaign advertising, and office signage. In conjunction with Aird & Berlis, we articulated the firm’s brand through new website copy, headlines, bios, and practice area content.