As it approaches its 50th anniversary in 2018, AmLaw 100 firm Kramer Levin knew it needed a new visual identity and website that would be more in line with its strong reputation and distinctive culture. But before jumping into creative work, the firm’s leadership decided to engage Clarity to undertake a brand research and strategy program.
Clarity’s mandate was to help the firm clarify its brand position — who Kramer Levin is, what it stands for, and how it is uniquely relevant to its clients — with the goal of moving the firm toward its future aspirations. This program ultimately had two critical outcomes: a strategic foundation for the creative work; and a sense of consensus throughout the firm on what sets Kramer Levin apart.
Clarity conducted extensive research to understand what differentiates the firm from its peers, developed a strategy to position the firm, and led Brand Activation workshops for nearly every firm partner, associate, and staff member, with the goal of driving the brand strategy through the firm.
“Clarity’s comprehensive process helped get buy-in that helped make the project a success,” said Jennifer Manton, Chief Marketing and Business Development Officer at Kramer Levin. “We engaged firm leaders, partners, associates, and staff in Brand Activation workshops centered on topics including client development, practice enhancement, building more collaboration, recruiting, and diversity. Involving the entire firm in the activation ensures that every person in the organization is helping to build the brand on a daily basis.”
Ultimately, the Brand Activation workshops provided a framework that helped Kramer Levin to identify specific ways to help advance business goals across various areas of the firm.
In the meantime, design agency CSA and its development partner, Rubenstein Technology, were using the brand strategy as a framework for the new visual identity and website, which launched in November 2017. The rebrand has impacted all the firm’s communications, including a distinctive logo, stationery, website, marketing materials, signage, and office environments.