A clearer, more distinctive brand for a prestigious New York firm.

Situation

As a full-service New York firm with 130 lawyers, Morrison Cohen prides itself on providing high-level strategic guidance to clients wherever they are. Morrison Cohen approached Clarity to help it build a clearer and stronger brand in the marketplace, through an approach that would involve everyone at the firm in the brand-building process.

Process

The core of the research phase was interviews with clients and Morrison Cohen’s own people. We spoke with clients, partners, administrative leaders, associates, and recruits to understand what sets the firm apart from competitors and what makes it valuable to both clients and the firm’s people. This process allowed us to gain valuable insights while also building consensus around the project’s goals.

Clarity developed a brand strategy based on this research, then conducted an Activation process that involved lawyers and staff in generating implementable ideas around how to bring the brand to life through client service and the firm’s culture. We worked with our agency partner The Pensery to develop a new logo, visual identity, and messaging that have been implemented across a new website and all firm communications.

Outcomes

• A full brand platform strategy for Morrison Cohen including a vision statement, values, tone controls, and brand driver

• Dozens of practical “on-brand” ideas generated by the firm’s people through an interactive workshop-based Activation program that have helped transform the firm in meaningful ways

• A bold new logo, visual identity, and related applications, including website, printed materials, and mobile apps, rooted in the brand strategy and designed by The Pensery with Clarity’s guidance

• A clearer sense of what sets Morrison Cohen apart, and increased enthusiasm within the firm

morrisoncohen.com