The law firm of Bingham McHale LLP, the fourth largest firm in Indiana with a diverse group of more than 140 lawyers, needed a new brand identity, following a series of mergers, to successfully compete against the state’s larger and more influential law firms. Bingham McHale asked MillerWhite for assistance in achieving its goal of becoming the “premier business law firm in Indiana.”

Utilizing its Unlocking the Power of Your Pledge® formula, MillerWhite worked with Bingham McHale to create a positioning statement that focused on the knowledge and experience of its attorneys as its differentiator. “Perceptive. Responsive. Effective.” was chosen as the positioning statement to brand the firm and help provide a common culture.

To incorporate the new brand positioning, MillerWhite updated Bingham McHale’ logo, implementing the new brand identity in the firm’s print advertising, collateral materials and website. A color and identity guide was developed to simplify consistent color usage for the firm and for each industry team, to reinforce the firm’s dual messaging and to manage and direct the design of the marketing materials. Extensive functional improvements were made to the website, which supports the pledge by focusing on the attorneys as the brand and promotes their areas of expertise.