Kilpatrick Townsend, a brand steward for clients, globally.By Joe Walsh
January 11, 2018
Kilpatrick Townsend launched a new website and more at the turn of the New Year. Kudos to their marketing team for their work. While an out-of-date and technologically inefficient site drove this project, the higher purpose was to reconcile the “two brands” of Kilpatrick Townsend. The first is the AMLaw 100, full-service law firm brand—one of many. The other is a top 10 global intellectual property brand—one of a few.
Ask anyone at Kilpatrick Townsend to talk about the firm’s point-of-pride, and they’ll recite a who’s who of the world’s most well-known brands and valuable companies. We’ll not name names here, but the list includes many of the tech, media, consumer products, and other disruptive leaders we all know and respect. The new positioning—KT as a brand steward and counsel to innovative companies around the world—spans practices, sectors, and client sizes.
Beyond positioning, the new website, developed on the Site Core platform, has a modern, digital news aesthetic that balances visual and verbal (word-based) communication. Along the way, fresh and compelling pitch, proposal and other KT content are rethought and presented in the style of the new website.