A Brand New Day for Nelson MullinsBy Liz Sullivan
October 20, 2017
Nelson Mullins has grown to more than 500 professionals across 17 offices. From coast to coast, the firm is home to dynamic lawyers who deliver business sense, deep experience and tireless advocacy at a reasonable cost. The value is clear. However, the firm’s old website was outdated and did not present the firm as it should. To address this, the firm launched a new brand to tell the story of the firm being an innovative, technologically-forward firm with an emerging national footprint.
Nelson Mullins’ new website is a central tool for brand storytelling. Upon landing, the rotating marquee delivers a selection of strategic brand messages. Paired with a clean, modern style and imagery, the position is reinforced with headlines like “Why innovators represent innovators. To represent an innovator, you have to think like an innovator.” And another: “Think beyond the law. The solution to the problem may not be framed as a matter of law.” Below the marquee, a visitor is presented with the latest thinking from the firm’s Idea Exchange, a central repository for knowledge sharing. The name “Idea Exchange” itself invokes a sense of modern thinking and collaboration further reinforcing the brand position. Details like this matter to the delivery of a brand experience.
The site’s interior pages further perpetuate the brand strategy with the same modern design and key messaging style. Descriptions lead with benefit statements, followed by digestible bullet points under each subheading. Not only is it courteous to the reader, this succinct style reinforces Nelson Mullins’ position as an innovator.
Beyond the website, Nelson Mullins has extended its brand across all communication channels. The firm has completely overhauled its marketing and sales tools. This includes things like a new pitch book system and e-communication templates. In print and online, the firm’s communications present the same look and feel, strategic messages and accessible content style to deliver the holistic brand experience of a dynamic, modern firm.