A year-long branding initiative at Fox Rothschild culminated today in the launch of a refreshed firm brand that includes a Mission statement, a set of Core Values, a new logo and an update of the firm’s look and feel on its website and social media.
Firmwide Managing Partner Todd A. Rodriguez said the focus throughout the branding process was on the client experience. “This was an opportunity to define who we are and what we value, and it was informed by what our clients look for in a law firm.”
Chair of the Firm Mark L. Morris said the impetus for the branding project was organic. “This began as a conversation among our partners about wanting to be a more cohesive law firm. We’ve grown significantly, especially in the last decade, and we’ve become a truly national firm. It made sense now to engage in a thoughtful and intentional process so that we can align as a firm around a shared vision of what distinguishes us,” Morris said.
The branding initiative started with research. Nearly 500 firm clients participated in a survey. All Fox partners and associates and key professional staff were also surveyed. The firm held a series of internal focus groups and in-depth interviews with key stakeholders. A competitive analysis of the firm’s position in the legal market helped to further identify the differentiators to develop the brand strategy.
A 12-partner Branding Task Force was assembled from across the firm’s nationwide network of offices and representing a diverse set of practice areas. Together they analyzed the research findings and spearheaded the drafting of the firm’s Mission and Core Values – the centerpieces of the new brand.
Rodriguez said the input of the Task Force was vital. “The culture of this firm has always emphasized collaboration. This branding exercise was an excellent example of that,” he said.
Chief Business Development & Marketing Officer Holly Lentz Kleeman said the inclusive process, involving the entire firm, resulted in a brand that reflects the Fox Rothschild identity. “Our lawyers are forward-thinking in their approach and results-driven in their work,” she said. “Our relationships also run deeper than just doing business. There’s a personal touch that’s at the heart of the Fox Rothschild brand.”
A new firm video inspired by the Mission statement and Core Values debuted today on the Fox Rothschild website and social media.
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