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Robins Kaplan LLP

  • Brand Identity
  • Environment
  • Iconography
  • Print

A Premier Brand for a Premier Law Firm

In 2015, the highly respected law firm Robins, Kaplan, Miller & Ciresi was renamed Robins Kaplan, prompting the need to quickly prepare a new identity. More than that, the firm saw an opportunity to create a brand with a strong point of view representative of its reputation and promising future. It also needed to evolve its operating model from practice-focused to industry-focused, shifting its persona from a Minneapolis-centric office to that of a national firm.

The new brand used a consistent, confident voice, supported by focused messaging, imagery and iconography. Communications articulated the firm’s capabilities by industry. From signage for each location, to collateral, and branded hospitality items in conference rooms, every detail was considered in representing this premier trial law firm’s reputation.

“Cue was masterful in creating a highly-crafted design solution and a powerful system that will serve us over time. They assisted with change management and helped instill a discipline around a consistent expression of our brand. Cue’s team was insightful, responsive, engaging, and provided unparalleled design expertise. Without a doubt, they are a kick-ass firm!”

– Dennis Meyer, Chief Marketing and Business Develoment Officer, Robins Kaplan LLP

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