Case Study: Poyner Spruill
p.s. from afterthought to forethought
Poyner Spruill is a law firm born and raised in North Carolina. Poyner Spruill reaches across the state to cover all of its diverse regions—east, west and central.
So here’s a challenge: Take a mid-sized firm with historical roots in the east and center of the state (when much of the national media attention is going to Charlotte and the western third of North Carolina) and become something much more than an afterthought in a rapidly growing region. Fortunately, the firm had its answer embedded in its initials—from afterthought to forethought. Poyner Spruill reminds its clients, prospects, recruits and the media, “When business happens in North Carolina, we’re involved!”
The brand launch touched all aspects of the firm’s communications, including presentation materials and proposals. Ideally, in time, clients will see a communication from the firm and recognize immediately—without “reading” a thing—that Poyner Spruill was the author.
The website, of course, reflected an integrated brand. The home page confirms with stories that the firm is embedded in North Carolina. The biographies and practice area pages act as portals for the firm’s assets and skill sets.
Also included in the brand launch was a pop-up card announcing the firm’s move to downtown Raleigh’s tallest building, a big change from their recent residence in a suburban office park.
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