Challenge

To sharpen the firm’s image in a highly competitive marketplace. The goal was to re-introduce the brand so as to drive both business development opportunities and revenue.

Solution

Foley Hoag has always been known as a firm with top-ranked lawyers working at the highest level of their profession. However, the firm felt it was time to highlight its leading dispute resolution and intellectual property practices as well as its depth in life sciences and technology. After careful market research, a new identity was created using the tagline, “Driving Business Advantage.” The messaging focuses on what clients want from their advisors—namely, fresh thinking and a keen understanding of clients’ business needs.