A new digital brand identity for the largest law firm in the U.S.

Challenge

In 2014, Morgan Lewis & Bockius elected its first woman as chair of the firm, signaling a new direction in the distinguished law firm’s long history. Founded in Philadelphia in 1873, Morgan Lewis wished to step firmly into the 21st century with a brand identity that signified not only its change in leadership, but also its ambition to become a leading global law firm.

Because digital channels are now the most critical points of interaction for clients, prospects and talent alike, Morgan Lewis also needed to rethink how it was connecting with audiences digitally, and transform itself into a trusted and recognizable resource for thought leadership online.

Solution

After extensive quantitative research with key Morgan Lewis stakeholders, Siegel+Gale identified a clear path forward for the brand—including a new firm-wide purpose, promise and visual identity.

The new brand promise, “Always on,” taps into Morgan Lewis’ attentiveness and dedication to its clients—a quality that sets the firm apart from its peers, and attests to the speed and agility it brings to bear for client engagements.

The firm’s new visual brand identity is both flexible and approachable, with clean lines and a bold, luxuriant purple that stands out in a crowded landscape. Siegel+Gale also developed a simple, seamless and responsive digital presence for the brand, helping to position the firm as a go-to thought leader in legal services.

Results

Since working with the brand development team at Siegel+Gale, Morgan Lewis & Bockius has combined with Bingham McCutchen as well as combining with Stamford Law in Singapore, making it one of the largest global firms in the world. “The response we’ve seen from the business and legal community is tremendous—our brand awareness and profile have gone up substantially,” says Mitzi Cruz, Director, Creative & Brand Management, at Morgan Lewis, “In addition, we’ve seen a renewed pride in the firm, internally. Tenured employees felt that they were re-starting with a fresh sense of purpose. Some have even gone so far to say that they feel like they’re part of a whole new company, which attests to how momentous this change is.”

The firm has embraced its modern and approachable new digital brand identity as a platform for future growth—and has won accolades for it, including Gold in the prestigious AVA Digital Award, as well as moving up 4 positions from #10 to #6 on the Acritas US Law Firm Brand Index—setting the foundation for the next chapter in its storied history.

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