McCarter & English
Bernadette DeCelle, Senior Director of Client Development and Marketing, of McCarter & English, brought together a powerful and experienced research and strategy, branding and website/technology team to guide the firm in these strategic engagements. Working with Clarity Group Consulting, Addison and Content Pilot, McCarter said goodbye to a website and messaging that no longer epitomized the firm, which has seen significant geographic, practice, industry, client and team growth over the decade.
During the strategy meetings and research, the creative team uncovered numerous important attributes on which a new brand could be built – here are just a few:
- McCarter has a historical and strong commitment to delivering excellent client service, high value and efficiency.
- It nurtures long-term client relationships, and people appreciate its friendly, low-key culture.
- Clients that work with McCarter view them as “their gold standard.” They receive just the right amount of personal touch, time and attention.
- Collaboration with each other and with clients is foundational and greatly valued inside and outside the firm.
- Community service is both natural and central to who these lawyers are.
In a modern move, it bucked the trend of firm names getting shorter. Rather, it doubled-down on keeping the full firm name, McCarter & English, which is a nod to their 175-year-old history. The ampersand represents the centerpiece of who they are. As Bernadette noted in her highly popular post-launch LinkedIn post, “A key component is our Partnership Symbol (&) which represents our commitment to our clients, our communities & each other.” As the Addison branding team said, “Zig when the world Zags. The full name is reliable content.”
Content Piot was the technology leader for this experienced team, building the website on CP Web Pilot for Word Press, as well as dynamically feeding experience content into bios and practice/industry pages from CP Deals and Cases. And the full launch of CP Proposal Pilot is not far behind.
About the firm
In 2019 McCarter & English was recognized by Law360 as a New Jersey Regional Powerhouse, The American Lawyer as the Regional Litigation Department of the Year for New Jersey and was awarded the prestigious ABA Pro Bono Publico award. It is a firm of 380 lawyers who deliver solid results and innovative solutions to clients nationwide. More than 40% of the Fortune 100, as well as mid-market and emerging growth companies, rely on McCarter for cutting-edge transactional work and complex litigation matters. They benefit from McCarter’s relationship-driven approach, a deep understanding of their businesses and legal needs, a lean and efficient service model, and a determination to help them move their businesses forward. For more information, please visit www.mccarter.com