Case Study: Parker Poe
cultivating growth with clear direction
Parker Poe has offices in the Carolinas but draws its clients from all over the world, particularly those companies seeking a foothold in the business-rich, warm Southern climate. At the same time, Parker Poe lawyers are likely to be on a plane headed west, north or east, serving regional clients who find Parker Poe’s strong skill sets, cost-effective rates and charming personalities to be a plus at the negotiating table.
Some of us grew up in the South and recognize—as a Carolina business paper opined—“It’s not bluegrass and country gravy that are drawing and keeping the likes of Boeing, Toyota, Volkswagen, BMW, DuPont, General Electric and Honda—to name a few.” So, our goal was to present Parker Poe as serving the future direction of “Business South”—intelligent, progressive, sharp and expansive.
The new logo forms an abstract compass and ties in a promise of direction (sound, clear, solid, etc.). The imagery is not only smart, it’s also art.
A new website is the centerpiece of the new brand and breaks the mold of the typical professional services site. The careers reflects the broader brand. Information graphics identify law students as saplings, law clerks as young growth and partners as career timber. For anyone who’s been working a while, that has to bring an inward smile.
The collection of ads to date are leveraged from the pages of the website and wisely integrate on and offline efforts: one for economic expansion, another for public-private partnerships, a third for community service and one more for diversity.
- Dixon Hughes
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