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Case Study

Graphic Identity and Website Development for New Law Firm

A small group of highly professional, highly regarded attorneys were considering a departure from their current employment circumstances to form a new boutique firm. Neuger worked with the managing partner to create a corporate identity, launch a website and prepare and implement promotional efforts – before the firm even officially formed. Forsgren Fisher McCalmont DeMarea Tysver launched January 4, 2021.

The Situation

The group of attorneys, from Minneapolis and Kansas City, looked to form their new firm with specialties in trial law, investigations and intellectual property counseling. It was important for them to hit the ground running on day one.

The Communications Challenge

There were several uncertainties at play. Exactly which attorneys would be joining the new firm was not determined until the eleventh hour, which meant that the name of the firm was yet to be decided. There was a slim chance that the initiative would fall apart and the attorneys would stay put. The attorneys were adamant about treating their current employers fairly and professionally and wanted to be certain they were leaving on the best terms. Plus, in a crowded marketplace of law firms, Forsgren Fisher McCalmont DeMarea Tysver wanted to stand out and create a firm that reflected the collective values of the eight partners involved in the start-up.

The Strategy

Working with the managing partner and a small group of other partner-attorneys, Neuger spearheaded a branding and graphic identity process that provided a foundation for the firm’s communications and contributed to conversations among the partners as they determined the firm’s look and feel. Additionally, we created personas of key target audiences that would guide all communications.

Working with the client, Neuger created navigation plans and wireframes for the website and utilized optimized content to create a user-friendly website that was distinctive and reflected the new law firm’s brand and identity.

Media relations became a key component of the launch based on an introductory news release as well as pitches to targeted reporters who had a legal beat. Specialty items were created for the new firm, including personalized legal pads and pens, that reflected the new firm’s identity.

The Results

The launch of Forsgren Fisher has been an overwhelming success, with an on-schedule launch and fully functional website demonstrating that the boutique firm can compete with the largest players. Three major stories were written about the firm in its first month of operation, helping to heighten visibility and credibility. Business generated for the firm surpassed all expectations and has resulted in discussions about adding additional attorneys to the staff within the first three months of openings its doors.