A New Law Firm Brand Applies Creative LicenseBy Joe Walsh
January 29, 2015
When a client has a compelling story, strong leadership, a business problem to solve and the will to take creative risks, the end product is usually wonderful. And so it is for the northern New England law firm, Downs Rachlin Martin. A true entrepreneurial success story, DRM grew from a small firm in Vermont to become the largest law firm in the state and is now successfully expanding into New Hampshire. As it grew and became a beacon of quality, the firm’s brand became less entrepreneurial and more of an “establishment” firm in look, feel and tone. Prospects began to think DRM worked only with large institutional, regulated companies. This led the management team to replace the old, tired and conservative approach with a brand closer to their DNA.
The new brand centers on an enterprising approach to legal services delivered through bold headlines, compelling imagery and a clean new color palette. When you land on the homepage, you are greeted by a rotating marquee of key messages—reasons why the firm is a smart choice for clients. The messages continue site-wide. Many web images are repurposed into advertisements and a trade show booth backdrop. The communications break with convention but don’t break the bank because of smart leveraging.
Rotating homepage of new site
New professional bios and photos look like homepages for DRM people
Mobile and tablet ready and responsive
Series of DRM Ads that double as web messaging and imagery
Trade show banner