It’s not what we’ve changed.
It’s what we haven’t.

Archer & Greiner, a nearly century-old full-service law firm, had grown to be a major player in the mid-Atlantic region, offering legal and public affairs services to a diverse group of clients ranging from Fortune 500 companies to family-owned businesses and individuals. However, many in the marketplace thought of the organization as only being in South Jersey. They didn’t appreciate the depth and breadth of the firm’s offerings. To address this misconception, Archer needed help refining its brand and telling its story in a more powerful way.

Our team led Archer and its leadership group on a rebranding journey aimed at presenting the organization in a fresh new way, highlighting the full scope of the firm’s offerings, setting the stage for future growth and emphasizing its distinctive approach to client service. We landed on the idea that Archer offers “just right” counsel-combining big-firm expertise with an extraordinary personal commitment from its partners at the highest levels. This brand positioning became the foundation and set the tone for all of the work we produced on behalf of Archer. Elements of this integrated marketing communications campaign include the following:

• A dynamic new logo, graphic treatment and color palette
• A refreshed website that brings the new brand to life
• A print, online and social paid advertising campaign
• An aggressive PR/media relations program

Archer & Greiner (now simply known as Archer) has an exciting new brand look and feel. One that not only reflects the firm’s long standing commitment to superior legal service on behalf of its clients but also presents the organization in a modern and contemporary manner, conveying all that the firm has to offer. While the rebranding campaign is still in its early stages, it is already making its mark in the marketplace. Archer reports overwhelmingly positive feedback from attorneys and clients alike. And the PR/media relations program has generated more than 50 placements and more than 3 million impressions in one year's time.