The Association of Legal Administrators, with 9,000 members in over 30 countries, is the leader in providing knowledge, resources and networking opportunities for the purpose of improving law firm management.
The association was interested in how current and potential members perceived its name, and how well it was communicating the value of membership.
BrandSavvy conducted research that indicated the association should not change its name; however, the brand was in dire need of being refreshed. BrandSavvy created a new brand strategy, new logo, and a new brand positioning and tagline focused on the “connection” the association has with its membership. A new design system and graphic standards manual was developed, along with new marketing collateral, exhibitry, conference materials, employee service standards, launch materials and other applications.