Baker & Daniels' Identity Launch Takes Off with Flight 317

Melanie Green, marketing director, law firm marketingFrom the LawMarketing Portal:

After Melanie Green joined Baker & Daniels and the Director of Business Development & Marketing in Indianapolis, IN, the most frequent advice she was given when inquiring about how to achieve success was to "keep her hands off the logo." As a newcomer to the firm with a lot to learn, she listened to that advice...well, for the first year and a half that is.

But everything changed when the firm committed to be a founding partner of Lucas Oil Stadium (host of the 2012 Super Bowl). Through that partnership, the firm's visual identity was about to be featured in a first-class venue reaching local, national and international audiences.

Baker & Daniels poster, identity launch

So despite the advice given, the in-house team set out with a mission to achieve a successful identity launch. Baker & Daniels is a 370-lawyer firm with seven offices across Indiana, Chicago, Washington, DC and Beijing -- and a lot of skeptics.

With a clear outline of the task at hand and awareness of the obstacles they faced, the team elected to theme the initiative with a comedic touch. In a brainstorming session, the team got "on board" with a 70's-styled airline theme titled "Flight 317" - indicating the launch date of March 17, 2008, and also the Indianapolis telephone area code. (For the Irish, of course "luck" played into some of the strategy development!)

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