mizrahi ideas: for a change

The Project

  • Premier regional law firm with multiple branch offices and more than 125 lawyers serving diverse businesses, financial institutions, public and governmental entities, healthcare and not-for-profit organizations
  • Multi-disciplinary approach leveraging expertise across multiple practice areas and industries
  • Require a robust yet easy-to-navigate website that is impacting and useful for prospects and clients while also serving as an information and communication resource for internal audiences
  • Needed expert help to analyze existing resources, refine brand identity, develop a new website, and recommend interactive media tactics


  • Brand identity and website both more than five years old and out of sync with firm's vision
  • Complex information management needs involving multiple databases
  • Website required eight separate administration tools to update content, causing Thorp Reed & Armstrong, LLP (TRA) to rely on outside vendors
  • Reliance on printed newsletters and materials incurred significant costs for design, printing and postage


  • Analyze existing materials and website, as well as prior research and strategic planning documents
  • Work closely with TRA stakeholders to define communication and information needs and articulate core values, messaging and brand personality
  • Analyze best-of-breed law firms nationwide to determine best practices and protocols
  • Develop and implement new brand identity, website and related e-communication tactics
  • Customize Content Management System (CMS) to enable TRA staff to easily update content, including posting audio and video files


  • New brand identity that better reflects firm and unifies communications
  • New website that improves access to information for all audiences
  • Measurable cost savings due to TRA being able to update content internally with CMS
  • Improved reach and reduced costs by shifting from reliance on print materials to e-communications

Mizrahi helped TRA update its brand, website, and overall communications approach, including:

  • Brand Development - Developed new brand identity, including tagline, core visuals, color palette and typography
  • Brand Roadmap - Provided a practical guide to ensure brand consistency, including all new brand elements in various digital file formats suitable for print and interactive applications
  • Site Map and Interface - Detailed the website’s restructured organization, information architecture and functionality and designed interface to advance new brand identity
  • Website - Developed new website that draws from multiple databases and can be managed with internal resources using a customized CMS
  • E-communications Strategy and Implementation - Recommended and implemented e-newsletter system, e-announcements, blog, online advertising and Search Engine Optimization (SEO), and related tactics integrated with new website and the firm’s broader marketing strategy
  • Consulting - Expert support in finding and contracting a qualified vendor to host new website based on technical/configuration requirements, as well as extensive work with staff to ensure efficient use of CMS and other new interactive tools