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, Haug Partners was not immune to the growing competitive and business pressures facing all large law firms. 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. Our analysis laid the groundwork for a comprehensive revision that included changing the firm’s original name — Frommer Lawrence and Haug LLP (FLH) — to Haug Partners. A new wordmark, marketing materials, correspondence system, office signage, and advertising campaign combine to express a bold and modern persona that stands out from its competitors. The revised Haug Partners brand projects the confidence of a visionary firm that pioneers law for innovators.
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