Brand Revamp Strengthens, Modernizes Image

Commented the reviewing judges, “The Bingham brand is strong, simple, well integrated.” And they awarded it with first place.

The firm’s goal was “to strengthen and modernize Bingham’s already-dynamic image. Over the past decade, Bingham has grown from 175 lawyers to nearly 1,000 lawyers in 13 offices worldwide,” according to a spokesperson. Clients became global, and two new audiences were created, Bingham lawyers and staff.

In the process, key attributes of the firm changed from
- Entrepreneurial to Thriving
- Creative to Savvy
- Human to Passionate
- Smart to Seasoned

The identity campaign impacted everything from Bingham’s logo and ads to its website and marketing collateral. Orange is primary in the new palette; the tone is playful and bold. The tagline – Legal insight. Business instinct – captures the firm’s “thoughtful, provocative and real” standards.

In addition to lawyers, clients and staff, audiences with clout took note. In a September ‘07 editorial on advertising success, The New York Times commented on the new identity, “Bingham’s campaign has established it as a market leader among law firms that advertise.”

Comedy Central’s Emmy-nominated The Colbert Report highlighted the Bingham ad of a bear cradling a baby, exposing Bingham to 3.5 million viewers in a key recruiting demographic, adults ages 18-35.

In addition, visits to Bingham.com increased by 250% in the six months post-launch.

Click here for video of the award presentation and an interview with the winner.