Case Study: BPS Lawyers Rebranded by Bob Abbate Marketing

by | Dec 6, 2024 | Advertising, Art and Design, Branding, Business, covid, Creative, Local, Media, Small Agency, Small Business

Brown Paindiris & Scott (BPS Lawyers), a distinguished law firm with a rich history of providing exceptional legal services, recognized the need for a brand refresh to help them stay relevant in a changing legal landscape. BPS reached out to Bob Abbate Marketing for assistance.

The Need for Change

The firm’s previous brand image, while once effective, had become outdated as its client demographics and workforce evolved. The decision to refresh the brand was driven by three key factors:

  • Appealing to Younger Clients: Younger, tech-savvy clients prefer firms with a modern and approachable brand identity.
  • Attracting New Talent: Up-and-coming attorneys seek to join firms with innovative and adaptable cultures.
  • Reflecting Core Values: The old brand identity was no longer effectively conveying the firm’s collaborative and progressive ethos.

The Rebranding Process

Bob Abbate Marketing conducted a comprehensive brand audit to align the updated brand with BPS Lawyers’ values, culture, and target audience. The firm adopted a modern brand identity, transitioning from a traditional dark red and gray logo to a vibrant blue design.

Key Updates in the New Logo

  • Color Scheme: The shift to vibrant blue conveys trust, professionalism, and innovation.
  • Typography: Rounded edges create a softer, approachable look, appealing to younger demographics.
  • Simplified Structure: A clean and modern design reflects the firm’s focus on clarity and adaptability.

Highlighting the New Branding

The updated branding has been prominently showcased across interior and exterior signage at BPS Lawyers’ locations, giving their offices a fresh, professional appearance. In addition, the rebranding extends to advertising channels, including online platforms, TV, and print media, ensuring a consistent and recognizable presence across all touchpoints. New BPS TV commercials frequently feature video footage of their staff working in the rebranded offices, and include their current brand slogan… “At BPS Lawyers, you get more than a lawyer. You get a law firm.”

The Impact

By integrating the updated branding across signage and advertising platforms, BPS Lawyers has effectively repositioned itself as a progressive and client-focused firm, ensuring its continued leadership in the legal field in Connecticut.

 

If you’re thinking about doing a rebrand, consider applying for a free marketing review with Bob Abbate. No cost… no obligation!

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