Torkin Manes LLP: Brand Positioning and Awareness Strategy

Through relationships and opportunity, Torkin Manes LLP has grown from a small litigation boutique to a highly reputable mid-sized law firm with a wide array of services including everything from Business Law and Corporate Finance to Family and Employment Law. Truly a full-service firm, Torkin Manes LLP is able to assist its clients with almost any legal matter.

Torkin Mane’s goal through the brand refresh process was to create a unique, easily identifiable, professional and modern image that differentiates them from the bigger firms and become top-of-mind with clients looking for a law firm able to offer a wide array of legal services. Since the firm is smaller than many of its competitors, Torkin Manes has the ability to provide exceptional service while maintaining a personal approach with each of its clients.

By developing a strong, consistent and relatable brand identity Torkin Manes LLP extends its reach, differentiates themselves from other mid-to-large size firms and position themselves for growth.

Through the re-branding and website development process, Torkin Manes LLP has strived to become a leading source of legal information through their Torkin Manes Legal Watch Updates, Legal Point Videos, and Legal Source Guides. Their goals were to create a new image that is unique, easily identifiable, professional, modern, and personable. They wanted to improve their website design, accessibility, functionality, and engage with their audience through the creation of robust and relevant resources.

We went through an extensive and exhaustive research process in advance of implementing any strategy. There were many stakeholders involved in the research and planning process at different stages of the project. Cubicle Fugitive developed a new brand and positioning messaging for the firm including "The right law firm" campaign and new firm content for the website. 

Through an analysis of the findings from interviews and secondary research, Torkin Manes LLP landed on the concept that having the "right" law firm makes all the difference, while also stressing their business-focused approach, client-driven attitude, and full-service offerings. The design, structure, and content of the website reflect these benefits to current and potential clients.

By developing a strong, consistent, and relatable brand identity Torkin Manes LLP extends its reach, differentiates themselves from other mid-to-large size firms and position themselves for growth.