Gibney: Where Service is a State of MindBy Kim Proxmire
March 11, 2019
As a full-service commercial law firm with offices in New York and San Francisco, and associated offices in London, Geneva, and Singapore, Gibney has been more than lawyers to their clients for over 70 years. With a large portion of their practice dedicated to commoditized service lines, Gibney distinctively differentiates themselves through a business model crafted to offer clients a more hands-on approach than larger firms not as well structured to deliver such attention...a fairly uncommon notion in commoditized practices.
With service being a state of mind, Gibney recognized an opportunity to encapsulate this differentiator through new messaging and a website. Gibney’s brand messaging is built around three distinct promises: Trusted Partners, Differentiating Service, and Tailored Approach, all which suggests something much more personal compared to other, often larger firms in their space. One of the goals of the rebrand was to highlight the firm’s attorneys in a more engaging, personalized manner to match the essence of their brand. The new site puts Gibney’s attorneys center stage with warm, authentic photography and easy-to-read biographical content. The warm-toned imagery and service-minded messaging appear consistently throughout the site from the homepage to People, Practices, About and Careers. The new site also features an Insights portal making resources accessible by news type and practice filters.
Gibney is proud to modernize their old-fashioned values, and we were proud to help them along on this journey!