CHALLENGE: With over 80 attorneys in Chicago, Washington, D.C., Boston and Portland, OR, Banner & Witcoff is one of the top intellectual property firms in the United States. The firm represents businesses in virtually every technological field, and is considered an "attorney's attorney."

SOLUTION: We conducted internal and external interviews to understand perceptions of the industry and help identify the proper messaging. The results indicated that the messaging for IP firms was all about the same, with the same type of imagery (generally the partners). The solution was essentially to articulate the message in a more compelling manner using non-traditional visuals and headlines while maintaining the Banner & Witcoff tone.