SV Law: Brand Positioning and Awareness Campaign

As the firm’s founding partners begin to retire and a new generation of partners and lawyers take the reins, SmithValeriote Law Firm LLP decided on a new strategic direction. The firm proposed that the name SmithValeriote be phased out in favour of a more succinct firm name: the letters SV in combination with a legalese suffix.

To assist the firm in determining a new name, Cubicle Fugitive reviewed the firm’s brand performance, provided insights form law firm case studies on three common naming methods, listed implications and investments related to name changes, as well as other key considerations such as similar names in the market, domain availability, etc. Based on research and our own strategic considerations, Cubicle Fugitive proposed three new firm names with a phased roll-out plan to announce the changes both internally and externally. Of the three names, the firm chose SV Law for the firm’s new identity.