Brownstein
As law firm Brownstein Hyatt Farber Schreck continued to expand well beyond its roots in government relations, a new generation of leaders wanted to accelerate growth across an expanding range of practice areas.
Brownstein has a 50-year track record of zealously advocating on behalf of its clients. As the firm expanded beyond its Colorado home base, with a new generation of partners taking the helm, the firm’s leadership was on a mission to position the firm for the next half-century of growth.
Comprehensive research, including a quantitative survey of the firm’s partners and staff and in-depth interviews with clients, revealed key pillars on which to build a differentiated brand. The firm’s marquee government relations practice allows for a uniquely comprehensive view spanning business, law and public policy, enabling more creative and effective solutions to problems across all practices. Internal and external stakeholders praised the firm’s ability to forge meaningful partnerships that benefit clients. And then there was something that we came to think of as the Brownstein “hustle”—the drive of everyone at Brownstein to deliver on behalf of clients. It’s a relentless determination, articulated by Brownstein attorneys and recognized by their clients, to go the extra mile to achieve positive outcomes.
This research led to a new brand built around the idea that Brownstein attorneys are inspired to put everything in their arsenal to work for clients. “When the matter is critically important to your success, and good enough won’t cut it—we’re the ones you want on your side. All our expertise. All our dedication. All our fight. We’re Brownstein. And we’re all in.”
The “All In” brand idea was reflected in a new visual identity that incorporates a logo reflecting a streamlined brand name—Brownstein, on its own—that better signals a sense of focused determination.
Detailed brand guidelines empower communications professionals at all Brownstein offices to deploy the new brand consistently and with impact. Comprehensive audience-specific messaging conveyed the complete range of the firm’s offerings and geographical reach. A time-phased brand launch, both internal and external, sparked enthusiasm among attorneys, staff and clients alike, building considerable positive momentum as the firm entered the second half-century of its journey.
We were deeply impressed with DeSantis Breindel throughout, and we saw a 40% increase in traffic to our website after our brand launch.
