Case study
McCarter & English
Preparing a regional brand for national growth.
Situation
McCarter & English, one of the oldest law firms in the U.S., was suffering from a bit of an identity crisis. Despite its expansion, the firm lacked a significant profile outside of its existing clients and was still considered by most to be a regional New Jersey law firm. And its website and visual identity did not accurately reflect the stature of the firm.
McCarter & English sought Clarity Group’s help to define what sets it apart from its competitors and what ties it together as a firm. Through this effort, McCarter & English better positioned itself to build market share and attract and retain talent, and laid the foundation for a stronger and more unified culture.
Process
Through an intensive research process that included interviews with dozens of clients, partners, associates, and administrative staff, Clarity identified key strategic themes that unified the firm under a single brand strategy. The strategy was then used as a foundation for a sophisticated new visual identity and website built around the idea of connection, designed by Addison and Content Pilot, with Clarity’s guidance and input.
The firm also undertook an extensive, firmwide Activation program, again rooted in the brand strategy. Through this series of workshops, the firm’s people rallied around a shared vision for the future; collaborated across offices, practices, and roles; developed practical, innovative ideas for firmwide initiatives around client service, business development, and collaboration; and emerged with a new sense of energy.
These efforts helped to reposition McCarter & English as a more dynamic, prestigious, and client-focused firm as it moves into its next chapter on the national stage.
Outcomes
A brand positioning that has helped unify the firm and focus its efforts
Collaboration with Addison and Content Pilot on a new visual identity and website
A collaborative, “one firm” approach to client service and a more unified culture