How to Brand a Creative Full-Service Law Firm -- Use your "Imagination..."


Mid-sized full-service firms often struggle with how to differentiate themselves. How can they stand out from their skilled competition and generate significant revenue?

Shefsky & Froelich is a high-quality, 50-lawyer, full-service law firm with a particularly . . . creative approach.

To convey that distinction, the firm used "Putting Imagination to Work" as its tag line. This article describes the Imagination Law marketing campaign, detailing their situation and branding challenges. It also details the development of their positioning and differentiation strategy and the creative execution of each element of their firm brand, including logo, visuals, website, brochure, and print advertising.

Reprinted with permission from Ross Fishman's "What Works" column in the ABA's Law Practice magazine.

LOADING PDF: If there are any problems, click here to download the file.

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

Written by:


Fishman Marketing, Inc. on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:

Sign up to create your digest using LinkedIn*

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.

Already signed up? Log in here

*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.