1. zünpartners inc 676 north lasalle drive suite 426 chicago illinois 60654 usa +1 312 951 5533 zunpartners.com
zünpartners
Bracewell & Giuliani:
global brand identity program overview
2. Bracewell & Giuliani LLP
global brand identity program
world headquarters: Houston, Texas, 1945
worldwide attorneys: 451 in 10 offices
world leader in the practice area of Energy
Situation: When Rudy Giuliani joined the firm, leveraging his name and positioning Bracewell for growth was paramount. Supporting this effort, the
firm’s marketing strategy required swift reassessment and evaluation. The audit results showed that the firm’s marketing messages and materials
lacked focus and carried a regional reputation. There was no clear competitive differentiator for Bracewell in the marketplace, provoking outsiders to
ask the question, “Is it that Giuliani?” Mar/com materials had no standardization, increasing the firm’s development and production costs. The one-off
nature of the materials also required expensive attorney involvement. The business strategy intensified the urgency to take advantage of this unique
public relations and business development opportunity—speed to market was critical.
Challenge: Create a one-firm look and feel clearly and quickly communicating the most relevant information possible. The solution must also provide
cost savings from a production standpoint, be flexible in design formats for all marketing channels, and create a consistent and quality appearance
distinguishing the firm from its competitors.
Solution: zünpartners developed a brand identity solution quickly and easily adapted in the marketplace. The visual approach elevated the new
marketing strategy that distilled Bracewell’s leadership to six key practice areas, such as energy, with recurring statements such as “We Know Energy.”
Another approach provided the firm’s partners an easy-to-use customizable solution for executing b/d and sales materials, including Word document
templates and a simple binding system that could work with the firm’s existing provider. The need for consistency was further satisfied with the
development of an off-the-shelf practice area advertising suite. These pre-approved concepts were available on demand for partners to quickly choose
from and adapt as needed. First impressions of any company can often be through PowerPoint. Taking this into account, predetermined PowerPoint
design options were developed with speed, efficiency, and consistency in mind. These presentations were easy to create, using comprehensive
templates and guidelines for their development.
Early adoption by key stakeholders was crucial, and ZÜN provided them with a system simple to use and easy to understand. The program was
unanimously accepted and integrated, using step-by-step illustrated instructions and guidelines. In addition, creative operational considerations such as
incorporating the firm’s color laser copiers for digital deliverables for inserts and newsletters, reduced costs and production time. Most importantly, the
new website design emphasizing the firm’s six strategic practice areas quickly guided the visitor to answer the question, “Why Bracewell?”
Results: From the launch of the marketing strategy in 2007 to year-end 2008 the firm increased revenues by 51%. During this time five of the six
strategic practice areas have established and distinguished themselves as industry leaders.
15. Bracewell & Giuliani
Bracewell & Giuliani
brand identity
brand identity
strategic practice ad campaign
strategic practice ad campaign
off-the-self local sponsorship ad format
off-the-shelf local sponsorship ad format
