Lathrop Gage
Building a brand to reflect and support a law firm’s rapid growth
Kansas City-based law firm Lathrop Gage had expanded rapidly through organic growth and acquisitions. Yet despite gaining significant traction in areas such as IP and biotechnology, the firm still projected a Midwest-centric brand focused on traditional practices.
The new Lathrop Gage brand is built around the concept of “seeing beyond” – beyond purely legal and regulatory constraints … beyond siloed practices … beyond conventional approaches. It positions the firm as a proactive contributor to a client’s success, trusted advisors who are consulted before a legal issue arises because of their unique perspective on how the law can be a catalyst for growth.
Interviews with the firm’s clients revealed that they appreciate the ability of Lathrop Gage attorneys to put their legal issues in the context of their most important business objectives. Clients also see the firm as one integrated team, able to work across practices to provide holistic, multi-dimensional advice.
