A brand value proposition in record time.

We helped a global player unify its two legacy firms post-merger, creating a value proposition and brand idea that truly captured their combined strengths. Client-testing helped develop messaging that was approved by the Board on sight and rolled out within weeks.

  • Meaningfully connect two legacy law firms post-merger.

    • Develop a unifying value proposition, articulating the combined firm’s strength and difference. Engage clients and colleagues in the process to build a message that felt genuine and confident.

    • Used previous brand work, market insights and partner workshops to build a picture of the firm’s distinct capabilities. What clients love about working with the firm and where they can win.

    • Developed three potential routes for the proposition, leading on different key messages, which the Board agreed to test with clients.

    • Created prototypes and conducted 22 client interviews, including contacts from both legacy firms in the US, UK and Europe.

    • Analysed client preferences and built a final proposition drawing together the best ideas from all three routes under one compelling concept – Client Intelligent. An expression of the firm’s genuine investment in client relationships that last. Nearly half of their clients have worked with the firm for 20 years+.

    • Developed boilerplates and supporting content for the firm’s website refresh, including new practice page copy.

    • Updated the firm’s EVP and ESG materials, weaving in the new value proposition.

    • Bigger: Client Intelligent has had an impact far beyond brand, reinvigorating culture and creating renewed pride in the combined firm. The new proposition is a platform for collaboration and connection with clients and colleagues.

    • Better: Previous brand work failed to capture the firm’s value. Client Intelligent is authentic as well as inspiring. Colleagues see themselves reflected in the proposition and are invested in sharing the message with clients, prospects and candidates.

    • Faster: Stack completed value proposition development in just four weeks, as part of a brand refresh that was executed in eight months. Our robust process and quality thinking meant the Board approved the new messaging on sight.

“Stack helped us develop a value proposition that our people and clients love—a bold message to differentiate the firm for years to come.”

— Law Firm CMO