How to Market/Brand a Mid-Sized Full-Service Law Firm. A Case Study.


Williams Parker is a high-quality 45-attorney full-service Sarasota law firm. This case study-based article describes their elegant "The Art of Law" marketing campaign.

It details their situation and marketing and branding challenges, as well as the development of their positioning and differentiation strategy and the creative execution of each element of their firm brand, including strategy, logo, visuals, website, brochure, and print advertising.

Even targeting conservative, risk-averse and elderly retirees with estate-planning and wealth-protection practices, it shows how "conservative" doesn’t have to mean "boring."

Reprinted with permission from the ABA's Law Practice magazine. - Ross Fishman

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Ross Fishman, Fishman Marketing, Inc. | Attorney Advertising

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