'The Makeover-ees'

Law firm makeovers can be powerful tools in a firm's quest to be a differentiator within the legal profession. A law firm makeover can also have the desired effect of reinforcing existing client relationships and garnering some new business as well. In today's environment, lawyers are spending a great deal of money on Web sites, brochures, logo creation and even holiday cards to make the right impression. Solo practitioners want to appear larger than they are, so very often you will see that they have highly-sophisticated marketing materials. They do this not only to obtain referrals from large firms, but also to attract a certain type of client. Small and medium-sized firms do the same thing. They will hire the best in the business to create an image that can compete with the megafirms. Budgets range in the thousands to achieve a look and a feel that is competitive.

Graphic design, by its very definition, imparts a look and feel that sets the tone for how individuals or firms can set themselves apart from their competition. Makeovers can be launched in a variety of ways ' from a firm's anniversary to a sponsorship to a special event. Law firms, legal associations, consultants and others are always looking to impress clients and prospective clients, and imagery ' whether it an invitation, handout materials or giveaways ' is vital to achieving that goal. Law firms have been a bit slow to embrace what “Corporate America” has always been keenly aware of ' image can be the differentiator in making the sale. It's true that most brochures and Web sites will not readily bring in new clients, but when a firm wants to move from staid and plain to vibrant and exciting, there is probably no better way to introduce the “new” firm than to do a complete makeover via visual communication. It can be as simple as the way the firm name is written, or as complex as the creation of a logo to use with an entire new collateral material system (letterhead, ad campaigns, practice area and bio stationary, etc.). It is also true that people are generally adverse to change. Law firms don't like taking risks, especially when the “old way” has worked so well for so many years. Law firms are traditionalists ' they like the idea of having beige letterhead with black print. Up until some 10 years ago, the thought of using color on a letterhead was anathema to their very sense of professionalism. However, there is a lot of power in a visual communication that represents the heart and soul of a firm, and once it is out there, both internally and externally, people can begin to appreciate it and understand its value. A makeover can create a buzz about a firm. It should not occur in a vacuum. Together with the right press coverage, a law firm makeover can be news and it can generate excitement.