Brand Repositioning, Integrated Marketing Campaign
Knobbe Martens is the third-largest intellectual property law firm in the U.S., with over 300 lawyers and technical experts. But despite receiving top rankings and numerous awards, Knobbe Martens was viewed as a boutique, local firm. They needed a coordinated marketing effort to create awareness of their size and industry leadership.
We repositioned Knobbe Martens as delivering IP for a New Age — with a focus on their vision and innovation. This new brand promise became the foundation for an integrated marketing campaign that drove business development.
Now in its fifth year, IP for a New Age has evolved into a primarily digital platform that includes strategic content, website creation, targeted outreach and advertising. IP for a New Age was also recognized as the legal industry’s Best Campaign by the Legal Marketing Association (LMA).