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

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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.

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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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