First Legal Rebranding: A Divisional Strategy

First Legal is a nationwide company servicing law firms, corporate legal teams and insurance companies. Initially, First Legal provided courier and filing services, then the company grew exponentially as additional service companies were acquired. Each acquisition brought different company cultures and messaging. This resulted in a very disconnected brand and customer experience.

First Legal asked Able&Co. to develop a consistent divisional marketing and branding strategy. With First Legal’s leadership, we created new messaging and a sales strategy that provided the groundwork for a unified voice. We developed a brand system that would easily onboard future acquisitions, as well as an updated corporate identity that positioned First Legal as a strong market leader ready to attract large national clients.