An award-winning brand for Louisville’s most interesting law firm
Background
Goldberg Simpson was a leading full-service firm based in Louisville, KY with an especially eclectic mix of both business and consumer practices. In addition to the traditional business-oriented practices like commercial litigation and business transactions, the firm boasted both a leading personal injury practice and insurance defense group. They had a high-end real estate practice and also a high-volume residential real estate closing group. They handled blue and white collar criminal cases, sophisticated international adoptions, and had the area’s top divorce lawyers.
Challenge
We struggled to identify a brand message that would unite them all until we realized that although the practices didn’t seem to mesh strategically, the connective thread was the dynamic, entrepreneurial personalities of the lawyers. They were all dynamic, Type-A killers — A-list lawyers who liked practicing with energetic, like-minded legal leaders.
With this in mind, we created a marketing initiative that focused on how they worked, not what they did. We created a dynamic brand message that tied them all together.
We learned that its historic marketing had conveyed a conservative message and its collateral materials failed to convey the firm’s creative personality, and market leadership in a wide variety of commercial and consumer-oriented practice areas.
Strategy
We created significant buzz in the local market with the multifaceted “A law firm that really moves” campaign, using the full range of integrated marketing tools, from logo and identity materials to print ads, website, direct mail, public relations and giveaways. Over a dozen feature stories were written about the firm and its new image.
Results
Goldberg Simpson became arguably the best-known firm in town, and attracted significant new business and leading lateral hires from across the state. With its visibility and entrepreneurial market position locked in, after nearly four years, it was time to refresh the campaign, with something slightly more corporate.
We launched the new campaign to support its premier sponsorship of the well-attended local “Homearama” initiative, which attracted over 40,000 local attendees. The “You have questions. We have answers.” campaign supports the firm’s varied audiences, and the giant purple question mark is designed to become the firm’s unique city-wide mark.
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