Case study
Kilpatrick
“Connected to Next”: Repositioning a law firm for technology companies
Situation
Counting some of the world’s technology leaders as clients, Kilpatrick is a highly regarded law firm that has been particularly well-known for its intellectual property practice. The firm approached Clarity to partner on strengthening the firm’s brand presence outside of its IP practice and primary market so that the firm could be recognized as a true full-service, national firm with a particular focus on technology clients.
Process
Clarity conducted interviews with clients, law firm partners, administrative leaders, associates, and industry professionals to understand what set the firm apart from competitors and to learn what was distinctive and true about Kilpatrick Townsend. We developed a brand platform that outlined the shifts necessary to push the firm towards its aspirations.
We provided new messaging and helped the firm engage the appropriate creative agency to design the new brand identity system and website. The strategic work resulted in consensus around shortening the firm’s brand name to “Kilpatrick,” as well as a new logo, color palette, imagery, and graphics to communicate the brand’s “Connected to Next” positioning.
With the brand positioning in hand, Clarity conducted Activation workshops for hundreds of lawyers and staff that resulted in dozens of original, implementable ideas that bring “Connected to Next” to life through actions with clients and the firm’s own people.
Outcomes
A full brand platform strategy including values, characteristics, positioning, tone controls, messaging, and brand driver
A bold new brand name, logotype, visual identity, and related applications, including website, printed materials, and signage, designed by Addison, a leading design agency
Dozens of practical “on-brand” ideas generated by the firm’s people through an interactive workshop-based Activation program
Improved internal unity around the brand, enabling people to deliver a consistent “Kilpatrick experience” to clients