Glaholt Bowles LLP: Brand Positioning and Awareness Strategy

Based in Toronto, Glaholt Bowles LLP is one of Canada’s most highly regarded construction law practices. The firm is driven and lead by expert litigators who aim to consistently deliver unprecedented advocacy to their clients.

Following our work with the firm’s succession and strategic direction planning, Glaholt LLP determined that they would like to add a new name to the masthead, that of prominent lawyer Brendan Bowles. In addition to a new name and visual brand refresh, Glaholt Bowles LLP had grown exponentially and was looking to define the points of differentiation and articulate their client value proposition in a meaningful manner. Cubicle Fugitive was retained to help develop and promote this brand position.

With some new key points of differentiation and messaging in hand, the firm used these insights to develop the new content for their website.

We performed a deep dive into the firm's history, culture, targets, competitors, services, and process. Through our discovery process, we identified that the firm is comprised of an enterprising, collaborative and actively engaged team of individuals who are attentive to client needs and who ensure that their clients are true partners in the legal process. Clients work with lawyers who speak their language and understand their business thoroughly. Glaholt Bowles LLP has the specialized knowledge and strategic vision necessary to lead its clients through the most challenging and potentially business-shaping construction disputes.

With some new key points of differentiation and messaging in hand, the firm used these insights to develop the new content for their website. We then put our knowledge of the firm to work as we refreshed their brand with an updated logo, new stationery, business collateral, and a new website.