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.