Holland & Knight
Identity
Interactive
Team. Work.
Holland & Knight grew rapidly after a series of acquisitions that made it the nation’s 8th largest law firm with more than 1,200 lawyers and reorganized into five major practice areas.
Challenges
To reposition the firm and differentiate it from its largely better known competitors
To rationalize and reinvigorate the firm’s communications
Actions
Reviewed existing research on perceptions of the firm vs. its competitors
Analyzed the competition to understand how they positioned themselves
Conducted an extensive firm wide communications audit
Developed a new positioning and image goals for the firm
Updated the firm’s presentation with a new logo and visual system
Developed a firm-wide, cohesive, modular sales literature system for more effective communication of multiple capabilities
Created guidelines for its effective implementation