"Lex Innova? What's that?"
What it was, was Julie Fleming, a biomedical IP attorney who now counsels lawyers in big firms on how to grow a book of business. She has guided law professionals to doubling their business and their worth. But she knew when it was time to grow her own business, her existing brand wasn't opening doors at the nation's biggest law firms. And Slow Burn's research suggested that lawyers and their command of Latin aren't as close as they used to be. None of the attorneys we spoke to knew what "Lex Innova" meant.
Enter: Fleming Strategic. The brand banks on Julie's good name and an explicit proposition. For the big firm inviting her to speak, she's guiding their people to improving the firm's bottom line. For the individual attorney, she's demonstrating how to stand out in a way that can be used anytime, anywhere without any reservations.
Fleming Strategic. Building the practice within the firm.
The Fleming Strategic website is a balancing act. It has to work for big firms as well as individual attorneys. It also has to convey information with a direct-response element yet not feel too salesy. It has to feel as if it's one with an astute lawyer working for the law community, while standing apart from the rest. According to Julie Fleming (and more importantly, her clients), the site hits all the right notes. The response? Remarkable and immediate--more than a 50% increase over the old brand and website.
The video is a quick introduction to the top-line proposition. The why. In a field that feels uncomfortable about self-promotion, this is crucial. It's also an introduction to the who, credentializing and setting the tone for the pro who'll be guiding the rising-star lawyer to greater success.
The stationary and business cards for Fleming Strategic are clean, strong. positive and hold tightly with the brand's image system. Julie Fleming feels really good about presenting these cards to prospects.