Fisher Phillips
From legal experts to business game-changers
Following investments in cutting-edge technology, targeted acquisitions, and international expansion, the leadership of a top law firm set their sites on an ambitious goal: to become THE go-to employment and labor firm … globally.
With nearly 600 attorneys across 41 offices, Fisher Phillips had built a stellar reputation for labor and employment law. Following a period of rapid growth—including strategic mergers, international expansion, and major investments in technology—the firm’s leadership recognized that the pieces were in place to elevate Fisher Phillips into the top tier of global firms.
Our research revealed that most labor and employment firms focused their messaging inward—highlighting the credentials and expertise of their attorneys. This created a clear opportunity for Fisher Phillips to differentiate itself by turning the focus outward: on the client. By emphasizing a deep understanding of client needs and expectations, the firm could stand apart.
Just as critically, Fisher Phillips had the chance to own a distinctive point of view—one that was largely overlooked by competitors: that labor and employment challenges aren’t just HR issues, but core business issues—and, potentially, business opportunities.
This insight inspired a brand built on a bold idea: Where counsel meets commerce. The message? “We enable our clients to adapt faster to a faster-changing world, realize opportunities sooner and more effectively, and stay ahead when everything is on the line. Because we’re not just legal professionals—we’re trusted partners in business.”
To further elevate the firm’s visibility and signal its evolution, we developed a research-driven roadmap for updating the firm’s name. This included in-depth analysis of every option, from maintaining the full name to transitioning to the FP acronym.
The new brand strategy, identity, and visual brand will soon launch on the firm’s completely new website, which we are currently developing.
