BIG-FIRM BRANDING FOR A LITIGATION BOUTIQUE
While the partners at Houston-based boutique Schiffer Hicks Johnson (SHJ) had successfully handled high-stakes, bet-the-company matters, clients saw them as best suited for smaller, more routine work. To raise their visibility in a crowded market and cultivate a reputation as a go-to firm for sizeable litigation, SHJ turned to DGA and Decker Design.
We began with a five-day discovery process, including a communications audit, a competitive analysis, and a series of internal and external interviews that challenged existing assumptions about the firm. Our conclusions were folded into a positioning paper containing discovery findings, interview excerpts, and recommendations for strategic differentiation. These recommendations became the cornerstone of our content refresh for SHJ.
In order to emphasize the quality and size of the firm’s work—thereby signaling SHJ’s large-scale capabilities to potential clients—we wrote case studies showcasing four major, recent wins. The case studies became marquee design pieces, serving as the focal point for the homepage together with a results-oriented tagline: “Focus on results.” We also rewrote all firm pages, biographies, and practice descriptions using language that underlined the firm’s key attributes: strength, intelligence, efficiency, and energy.
SHJ’s partners report that the website relaunch and content overhaul has played a critical role in recent successful business development with major clients.