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Focus and clarity in a law firm’s brand
Brand strategy
NNDKP is a full service law firm with offices in Bucharest, Timișoara, Brașov and Craiova. As the firm evolved towards a more corporate culture during its twenty-year existence, it realized it needed to manage more effectively its corporate brand in relation to different audiences.
Grapefruit was asked to assist NNDKP in optimizing its brand management approach, as well as in expressing this evolution. The process began with a brand audit that identified refinement and focus, as the key strategic needs. The results of the audit reflected that the brand was strong and prominent enough so as to make fundamental changes (such as a repositioning) unnecessary. However, Grapefruit identified the need to further define the brand and its priorities in order to highlight internally its importance as a business tool. By developing an integrated brand strategy with Grapefruit’s assistance, the firm emphasized that it is its team, its work, image and behavior that make up the core of the corporate brand as one of the firm’s most valuable intangible assets.
Further in the process, the new approach to brand management led to an update of the brand’s communication style, both verbally and visually. The visual identity was fine tuned and then standardized through a thorough brand identity manual.
A full set of document templates was updated and subsequently implemented to address the complex requirements of a law firm. During the process Grapefruit also redesigned all the communication materials and website, conveying a more nuanced, creative and differentiating brand tone.
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