Cummings Cooper Schusheim Berliner LLP: Brand Positioning and Awareness Strategy

Cummings Cooper Schusheim Berliner LLP (CCSB) is a boutique business law firm of highly experienced lawyers who provide sophisticated hands-on and client-focused service.

As part of our brand strategy and website process, we interviewed each lawyer and clerk at the firm to better understand what makes this firm so special. We also conducted a thorough competitive brand audit and SEO keyword research to help develop the firm’s new practice area content.

Understanding that the friendliness, warmth, and integrity of the people at CCSB is a strong selling point, we took this point of differentiation and developed messaging that was personal and down-to-earth like the lawyers at the firm.

Through our research we discovered that the lawyers had all come from large, Bay street law firms, however, believed there was a better way to service their clients. They understood that entrepreneurs and owner-operated companies require the same efficient and expert knowledge that their larger counterparts receive but wanted to put a stronger emphasis on personal service. They developed a firm that provided really sophisticated advice in a smaller, friendlier setting – at more reasonable fees. CCSB is “big firm expertise with small firm attention”.

Understanding that the friendliness, warmth, and integrity of the people at CCSB is a strong selling point, we took this point of differentiation and developed messaging that was personal and down-to-earth like the lawyers at the firm. We wrote a series of headlines, copy and brand messaging, and a created vibrant new brand palette combined with clear, uncluttered, and symbolic imagery to visually represent the firm’s new brand. With a clean and modern look in place, the firm decided that they also wanted to tweak their current logo to match.