Challenge

To raise the profile of Barnes & Thornburg, a successful Midwestern firm that saw itself in an enviable position—thriving in the midst of a down market. This put them in a strong position to expand their business. They turned to us to create awareness in new markets, and to generally refresh their brand.

Solution

We recognized early on that the firm’s ongoing success owed a great deal to certain Midwestern values that were very much part of the firm’s DNA and in keeping with what clients were demanding: a solid work ethic, reasonable pricing, and process predictability. At a time with lots of industry talk about value, Barnes & Thornburg was actually delivering a value-added approach to client service. This led us to a new advertising campaign, and the new look was carried through to a variety of other marketing tools.