Nutter McClennan & Fish, a renowned and highly respected international law firm headquartered in Boston, recognized a need to increase awareness with a new branding campaign. To meet this need they selected Stackpole to lead them in developing a comprehensive, engaging and differentiating communications campaign.
To kick off our engagement, we conducted exhaustive market research into perceptions of the Boston legal industry in general and Nutter in particular. It emerged that the Boston market was highly competitive and fragmented. Sifting through and analyzing commentary and feedback shared during this discovery process, we were able to observe meaningfully differentiating qualities and characteristics about Nutter. We used these noted differences as a foundation upon which to build the communications campaign.
Stackpole’s creative communications solution was for the firm to assert, in bold yet humble and approachable fashion, the value of its legacy, intellectual heft and leadership position. Very direct headlines such as, “We’ll protect you. We’ll empower you. We’re Nutter,” highlight the firm’s direct approach and ability to employ various strategies when finding the most effective way to represent its clients.
Importantly, all copy is brought to a confident close with “We’re Nutter,” to reinforce name recognition. All copy was fortified by close up, intimate portraits of the attorneys who make Nutter a distinctive, highly capable and multi-faceted law firm.
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