Smart and Biggar: Brand Positioning and Awareness Campaign

Smart & Biggar is Canada's preeminent IP strategic advisory firm. Since 1888, the firm has helped clients find value through the protection and intelligent application of their intellectual property rights. The professionals at Smart & Biggar combine their deep knowledge of IP, litigation, and technology law with a secure grasp of their client’s purpose to provide clarity and perspective on opportunities as well as enterprising solutions for using IP to drive substantial value for their client’s important assets.

From the outset, Cubicle Fugitive sought to understand what enabled Smart & Biggar to become a leading firm in intellectual property in Canada for over 125+ years. Our process included interviews with the firm’s key stakeholders and partners across the country and covering all their areas of expertise. We analyzed market intelligence about the firm as well as client and external lawyer feedback. Cubicle Fugitive performed a thorough competitive audit of Canadian and International IP firms to gain market intelligence and ensure the firm’s new brand was relevant, meaningful, and differentiated from other firms. We also studied the firm’s history as a leader of IP in Canada and the many patent, trademark, and other intellectual property cases and matters they have been part of. With a comprehensive understanding of the firm’s current and desired brand position, we got to work defining, articulating, and visualizing Smart & Biggar’s new brand.

Cubicle Fugitive performed a thorough competitive audit of Canadian and International IP firms to gain market intelligence and ensure the firm’s new brand was relevant, meaningful, and differentiated from other firms.

Following the analysis of brand research findings, internal and external interviews, and secondary research, Cubicle Fugitive formulated Smart & Biggar’s brand attributes and positioning. We took these key positioning messages and developed all new content for the firm’s website. This included all of the firm’s “about” content and careers, as well as, landing page headlines and copy. As part of our engagement for the development of the firm’s new website, we also wrote all-new professional lawyer bios and optimized expertise content. With the firm’s new messaging, we were careful to ensure the firm’s core positioning and client value propositions were clearly articulated throughout the copy.

Cubicle Fugitive then worked with Smart & Biggar to translate their new brand identity into a consistent visual brand, this included logo development, campaign messaging, all new business collateral and stationery, as well as the design and development of a new firm website.