Adams & Reese
Activation, Branding
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How Adams and Reese Went From A Law Firm To A Destination
Adams and Reese, a national law firm, planned to expand across Europe. Highly recognized and admired by their peers and employees alike, their board felt the brand’s identity (positioning, logo, and narrative) was outdated and misaligned with the firm’s culture and caliber. With deep local knowledge, a collaborative ethos, and a pragmatic approach, the firm historically delivered big-firm results with small-firm attentiveness. But their brand didn’t tell that story, nor did it seem polished or compelling compared to others in their category. The opportunity? Reposition Adams and Reese as the modern, connected, and client-first firm it was.
Dimensionality over singularity: Adams and Reese, with its client-first, collaborative, and connected strengths, has all the touchstones of a trusted advisor: the keen ability to assemble the right team for every challenge and proximity to decision-makers
In a category of competitors with one or two unique selling points, Adams and Reese had multiple differentiation points. One: They were client-facing and collaborative. Two: They were well-connected with local business and government, and across their teams. Three: They were pragmatic and had a results-oriented mindset.
Modernize the brand’s physical identity while using its points of differentiation (Client First, Collaborative, Connected) to make the firm a destination for clients and lawyers alike.
