International law firms Wildman, Harrold, Allen & Dixon LLP and Edwards Angell Palmer & Dodge LLP were merging, and they needed a new brand. Giving the legal powerhouse a new name—Edwards Wildman—we honored both the legacies of the past and the firms’ desire to move forward, to embrace a more modern and transformative identity. We also crafted a new brand essence for the firm that captured their true differentiation—their ability to solve real business problems, not just address legal challenges for a business. Simply stated as “business-minded,” this platform would serve as the foundation for all messaging and communications to come. Finally, we helped Edwards Wildman spread the word, crafting a new logo and identity, outlining a complete VIS for the new brand, refreshing their existing website, creating print and online ads, as well as an email template.