Firm Foundation

Firm Foundation

Traditional branding agencies are not built for time-crunched lawyers.

Firm Foundation is.

Your firm’s brand is not your logo or letterhead. It is your identity — the culmination of your experience, your attitudes and your reputation. It is your most important asset.

Firm Foundation — a process created by Firesign and DriveThru Branding — delivers law firm branding in a new, efficient way: We will brand your firm in two weeks.

How we do it:

  • Discovery: You complete a set of questions about your firm. You pay a fixed fee based on your firm size.
  • Work Session: We prepare a draft brand guide, and to refine it, we schedule a one-hour work session with a Fortune 500 brand strategist and a former Am Law 200 CMO.
  • Deployment: You receive a final brand guide and instructions for moving forward.

What you get:

Your Firm Foundation guide includes:

  • Elevator pitch — what makes your firm different
  • Brand story — what you do, how you do it and why you do it
  • Who you are — your firm’s personality and behavior
  • How you speak — tone of voice
  • How you look — guidelines for visual presentation
  • Ethical check — review for compliance with the relevant Rules of Professional Conduct

Why we do it:

We created Firm Foundation because we know the traditional branding process can be cumbersome and expensive, and traditional agencies don’t know the law firm business.

We believe all law firms, regardless of size or stage of business, should have clarity about their brand. We believe that branding is the foundation of how your firm looks, sounds, feels and behaves — and most importantly, how it connects with clients and prospects.

Proof points:

Members of the Firm Foundation team have:

  • Led the rebranding of Shook, Hardy & Bacon, named “Best Identity” by the Midwest chapter of the Legal Marketing Association.
  • Presented a seminar on law firm branding for the International Association of Defense Counsel.
  • Deployed the DriveThru Branding model for:
    • The High Line, a public park in New York;
    • Give Lively, a non-profit tech company; and
    • WeFestival, an event dedicated to supporting women entrepreneurs, among others.