Objective:
Fredrikson & Byron, a Minneapolis-based law firm with six offices worldwide, hired Fusion Hill to create a new brand strategy and image system. The firm wished to capitalize on its business acumen and practical thinking as well as other strong attributes that make it unique in the marketplace.

Methodology:
We conducted brand strategy workshops with various attorneys and business partners within the firm. Triangulated with customer perspectives and secondary research, we recommended a brand positioning and personality. This strategy informed our new image system concepts that set Fredrikson apart from the competition. We captured the essence of the workplace and employees through custom photography and catchy headlines, conveying key messages about the brand.

Outcome:
We rolled out the new positioning and system to employees through a series of brand sessions where the background, process and guidelines were shared in a fun, open environment. The brand was then launched to clients and prospects in summer 2007.