Hinshaw & Culbertson is one of the nation’s largest and most successful insurance-oriented firms, with a dozen offices across the nation offering effective litigation and trial skills.
We were hired by the firm’s terrific new CMO, Kelly Fox, just one month before the firm’s national firm retreat, and Kelly wanted to use that retreat to roll out the new look. Fortunately, the firm had strong and decisive leadership and was on board with the extremely short timeframe.
We quickly conducted dozens of interviews and market research firm-wide, identifying the marketing and strategic challenges of its various audiences and offices. We redesigned the firm’s logo and identity materials, to emphasize the firm’s colloquial, “Hinshaw” street name, and created a supporting “Hinshaw Law” advertising campaign that targeted its leading practice areas and industries, like trucking and professional malpractice defense.
We then wrote and designed a new firm brochure, and designed the look of a new website.
The testimonial-based campaign leverages their colloquial street name and new website URL (HinshawLaw.com). Its simple, flexible design was created to be implemented by the firm’s internal designers.
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