Case Study: Branding
Arnall Golden Gregory

Situation

Arnall Golden Gregory – a top 10 Atlanta law firm – was known as a “respectable” law firm, but was losing out on recruiting and growing business clients due to a low profile and somewhat “stale” image. The senior management team wanted to rebrand and focus on the firm’s strengths.

Objectives

• Rebrand and refocus on the firm’s strengths
• Increase recruitment
• Increase awareness of Life Sciences, Technology and Real Estate Practice Areas

Strategy

• Based on a Brand-X™ session, Max2o identified three deliverable claims of distinction:
  • Creativity
  • 50-Year History of Helping Growing Companies Succeed
  • “Outside Expertise with an Inside Attitude”
• Max2o created a new logo and tagline “Not if, but how.”

Results

The rebranding has been in place for nearly fours years and permeates all of AGG’s communications – from business papers to advertising, collateral materials and the Web site. Immediately after the rebranding campaign was launched employee morale was up, recruitment increased and awareness exceeded the senior management team’s expectations.