Case Studies:
Alexander Holbourn Beaudin & Lang LLP.

Re-Positioning an established law firm brand

Alexander Holburn Beaudin & Lang LLP is a well-established B.C.-based Canadian law firm of more than 60 lawyers with a sterling reputation in insurance law. While insurance litigation remains one of the firm’s core strengths, the firm has grown in recent years and developed into a true multi-service firm with strength in several areas.

Alexander Holburn’s management recognized that they needed to raise the firm's profile and communicate its increased breadth to a broader audience. As a mid-sized firm they also needed to successfully position themselves against the much larger national firms they regularly compete with for major clients.

As the firm ramped up its marketing efforts, Skunkworks was selected to develop a comprehensive range of materials, including a new firm brochure, presentation folder, twenty-five new practice group descriptions with mini-brochures for each, an announcement card highlighting the addition of two senior maritime law counsel, image ads in regional publications including BC Business Magazine and Business in Vancouver, and a multi-faceted student recruitment campaign.

We worked closely with AHBL to identify a unique position in the marketplace and subsequently developed a visually oriented brand with a clean, modern style. We developed messaging focusing on the firm’s approachable personality, responsive service, and ties with British Columbia - a unique differentiator the national firms' marketing can’t easily replicate.

Heather Gray-Grant, Director of Marketing and Business Development for Alexander Holburn (and past president of the Legal Marketing Association) comments:


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