the receipts, 04 · fmc law
Fraser Milner Casgrain became FMC Law in 10 months.
I came from running the BlackBerry brand to lead the rebrand, reporting to the C-suite. Brand awareness and favourability rose more than at any other law firm.
Thousands of things had the old name on them.
A rebrand is the easy part. Then every business card, sign, form and page has to change.
My team ran the rebrand, the brand governance, and the move of thousands of branded items to FMC Law, the website included.
What we built
three parts
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The identity
Fraser Milner Casgrain, now FMC Law.
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The branding guide
The rules that kept thousands of items on brand.
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Brand Health Study
How we measured it worked.
how it worked
Shorter name, one set of rules, and governance so the brand stayed the brand after launch.
The receipts
months to complete the rebrand
years to revitalize the brand
for growth in brand awareness and favourability among law firms (Brand Health Study)
Legal marketing may not be sexy. Done right, it's exciting.