Kramer Levin Naftalis & Frankel LLP (“Kramer Levin”), an Am Law 100 firm, sought to refresh its brand to better reflect its position today.

Firm leadership made the bold yet decisive choice to revisit its brand ecosystem as part of a single strategic initiative. The exercise included re-envisioning its verbal and visual strategies, a new logo, a visual system, and a reimagined digital presence.

Building on the comprehensive and thoughtful design foundations executed by the creative team, RubyLaw delivered its contribution: a new website powered by the RubyLaw CMS, to give functionality, speed, and precision to the front-end designs. With RubyLaw’s sleek, modern user interface, Kramer Levin’s Marketing team can more quickly and efficiently manage the firm’s creative assets and business development processes.

The new website comes with RubyLaw Documents, a business development-enabling module that helps the Marketing team quickly create proposal materials and collateral directly from the site and export them into pre-styled, editable, native Microsoft Word documents.

Unique to this process was the extensive involvement and support of Kramer Levin’s leadership and an unprecedented expression of collaboration between firm, creative, and technology teams. This partnership allowed for a seamless integration of RubyLaw with existing back-end systems, a process that proceeded without delays or hiccups.

Kramer Levin’s initiative has been a resounding success for the firm and RubyLaw.