Headquartered in Kansas City, Spencer Fane provides corporate law services across the Midwest. Guiding their marketing team and selection committee, I helped refocus their brand positioning, visual identity, and messaging strategy to meet their five-year growth plan to reach business targets, industries, practice groups, partner firms, and companies. Their team included 13 attorneys from offices in 6 different locations and 3 marketing team members. Together, we developed a positioning statement and strategy including brand voice, persona, attributes and messaging strategy.
The creative strategy culminated in four key attributes; decisive, purposeful execution, flawless timing, and advancing interests. We further discovered that easy access to firm partners and great service were differentiators across the competitive landscape. Applying these insights, I guided development and execution of a new identity including logo, business expressions and brand guidelines. The modern, clean and fresh system highlights certainty and partnership through upward movement and vivid color.
My Role: Art Direction, Strategy