Background:
Williams Mullen is the third largest law firm in Virginia, with 250 attorneys and 550 total employees in nine offices in Virginia, Washington, D.C., and London. The firm had expansion plans that required broader awareness of the firm's name and a unique difference from other firms.
Goals:
Establish a brand position that reflected the prevailing culture and core values of the firm as a whole and create broad interest and awareness among corporations, and the legal community.
Solution:
Drawing upon BrandSync's brand study findings, the focused brand identity of "Teamwork" was determined and the theme "Where Every Client is a Partner" was developed. Williams Mullen also pursued the recommendation to institutionalize its street name, "Williams Mullen" as its brand name.
A new logo, graphic standards, signage, public relations, and advertising campaign were developed under the direction of BrandSync. A launch event focusing the firm on its strategic position of "Teamwork" was planned and executed and simulcast to all firm office locations. New facilities reflecting the "Teamwork" strategy have been opened and additional implementation programs enable Williams Mullen to successfully deliver on its brand promise.
Outcome:
Williams Mullen has continued to expand since its rebranding, as reflected in its May 2004 merger with Hofheimer Nusbaum, P.C. a venerable firm in Norfolk, Virginia which chose to adopt the Williams Mullen brand name.
