Case Study: Repositioning
McKenna Long & Aldridge LLP

Situation

Two years following the merger that became McKenna Long & Aldridge, LLP, the AmLaw 200 firm was still experiencing low name recognition. Although a new logo and tagline had been developed, the firm suffered from a lack of consistency in implementation. The firm hired Max2o as agency of record to reposition itself among corporate counsel and executives of Fortune 500 companies.

Objectives

• Establish an identity to communicate the firm’s brand: “Proactively helping clients stay ahead of the curve.”
• Integrate the identity into all MLA communications
• Develop an advertising campaign to strengthen awareness of the firm

Strategy

A graphic look was established for the firm. A “perpetual curve” with offsetting duplicates was developed to indicate a direct link with the brand message. A photographic abstract was created as a consistent background element for print collateral. A color palette was designed to differentiate practice areas. Templates were provided to the marketing team to facilitate firm-wide consistency.

A national print advertising campaign was developed using a curve motif paired with a graphic silhouette and bold colors. Competitive situations to depict the importance of “staying ahead of the curve” were represented in each ad — bicycle riders, a Formula One race car, and jets streaking across the horizon. To drive home name recognition, the logo was very prominent while copy was intentionally spare.

Results

Now in its second year, the brand identity and accompanying print campaign have been extended to all areas of communication – from the Web site to proposals, business papers and collateral. Firm revenues have continued to grow and today the firm is closing in on AmLaw 100 status.