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'The Makeover-ees'

By Elizabeth Anne "Betiayn" Tursi
February 01, 2004

In my career I have had the privilege of being asked by law firm management to make over from top to bottom the image of the firm. In one instance, the makeover was defined in both visual and editorial terms. At another firm, the makeover consisted of a new identity from which was launched a completely updated and exciting presence.

Law firm makeovers can be powerful tools in a firm's quest to be a differentiator within the legal profession. A law firm makeover can also have the desired effect of reinforcing existing client relationships and garnering some new business as well. In today's environment, lawyers are spending a great deal of money on Web sites, brochures, logo creation and even holiday cards to make the right impression. Solo practitioners want to appear larger than they are, so very often you will see that they have highly-sophisticated marketing materials. They do this not only to obtain referrals from large firms, but also to attract a certain type of client. Small and medium-sized firms do the same thing. They will hire the best in the business to create an image that can compete with the megafirms. Budgets range in the thousands to achieve a look and a feel that is competitive.

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