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Taking the Brand Outside

[ 0 ] August 19, 2014 |

Left to right in group photo: Pentagram designer Jesse Reed and Pentagram partner Michael Bierut meet with White & Case lead designer Kim Robak and global director of creative services Robin Colangelo to discuss details of the firm’s rebrand.

Left to right in group photo: Pentagram designer Jesse Reed and Pentagram partner Michael Bierut meet with White & Case lead designer Kim Robak and global director of creative services Robin Colangelo to discuss details of the firm’s rebrand.

Text by Ed Roberts, Photo by Camera One, Larry Lettera

After an InSource board of directors meeting, I caught up with Robin Colangelo, the global director of creative services at White & Case, a 113-year-old law firm founded by Wall Street attorneys Justin DuPratt White and George B. Case.

Colangelo told me about a major rebranding initiative she and her in-house design team were wrapping up in collaboration with Michael Bierut’s crew at Pentagram. I was immediately intrigued by the scope of the project and wondered how the marriage between her team and Pentagram was faring after a year and a half of collaboration.

Assessing the Brand

A year into his tenure at White & Case, chief marketing officer Michael Hertz asked, in analyzing the state of the firm’s brand, the following question: Why White & Case? Hertz reviewed the global effectiveness of the White & Case brand and determined that the firm needed to strengthen its brand to differentiate itself among the elite international firms.

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