Case study
Kramer Levin
A transformative brand program for Kramer Levin.
Situation
Kramer Levin, a highly regarded AmLaw 100 firm headquartered in New York, knew it needed to replace its out-of-date website, especially as it approached its 50th anniversary in 2018. As with many website projects, this would also probably lead to a revamped visual identity. Kramer Levin’s leadership decided to use this project as an opportunity to step back and look at the firm as a whole: what sets it apart, what its people and clients value about it, and where it’s going, in today’s complex legal market.
Process
Clarity Group 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.”
Outcomes
A full brand positioning that has been used as the foundation for a range of initiatives
Collaboration with CSA and Rubenstein Tech on a full rebrand and new website
An ongoing Brand Activation program that has built enthusiasm and a shared sense of purpose throughout the firm