Haug Partners is greatly admired for winning intellectual property challenges that have often involved market — and even life-shaping innovations. However, despite its outstanding reputation, the firm has not been immune to growing competitive and business pressures. Recognizing the vital importance of its brand, Haug Partners engaged O+CO to help leverage its reputation and build a platform to support its expansion and growth. Analysis laid the groundwork for a comprehensive revision that included changing the firm’s original name from Frommer Lawrence and Haug (FLH) to simply Haug Partners. We designed a new identity to express a bold and modern persona, and we developed an integrated marketing program that projects Haug Partners’ assertive vision as a firm that pioneers law for innovators.
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