Unlike large general practice firms, Leason Ellis is dedicated to the command of a specific area of the law: intellectual property. The firm's ability to form nimble and interdisciplinary teams that make the most of individual talents, and its extensive range of advanced degrees, sets it apart.
Create recognized that the driver of Leason Ellis' reputation is the quality of the firm's penetrating insight and its ability to apply legal counsel to intellectual property matters that produce valuable business outcomes. Thus, Create developed "Applied Insight" as a registered trademark of the firm.
At the core of the brand are the firm's core values and clear brand voice. Leason Ellis’ practice of law is a technical craft and an art, and the firm has a history of quirky humor and personal style. The brand voice attributes (deliberate, expert, expressive) bring this all together and guides the creative expression of everything the firm says and does.
What we did:
- Research the competitive landscape and trends in the intellectual property law industry, and work with partners and the executive committee to define and firm's corporate purpose, brand promise, corporate values, and brand voice.
- Redesign the logo and brand identity, and create a robust brand guidelines document.
- Create a new website with all new copy and identity elements, including all new attorney bios, and an extensive news and insights section, and prepare the site to launch in Chinese, Mandarin, and Japanese.
- Execute a full website and brand launch, including designing and developing new Office templates, practice area marketing brochures, internal communications and news announcements, and discreet partner marketing support.