2023

NYX Awards - 2023 Gold Winner Winner

Navigating to the Future of Law

Entrant Company

Harbor

Category

Integrated Marketing - Company Branding

Client's Name

Country / Region

United States

Experience Level

Internal

Harbor was launched as a new company name and brand in August 2023, following merging six professional services providers. The heritage companies each brought 30+ years of specialist legal industry experience.

In November 2022, the newly-formed leadership team decided to focus on integrating the operations across the group and to continue under the three significant legacy-brands rather than rebranding immediately.

The re-brand project started in February 2023 to:

*Develop a new company name that would resonate with the long-time clients, management, and employees of each of the heritage companies

*Create a new brandmark and brand identity

*Develop a corporate website embodying the new brand and serving content tailored to specific audiences consistent with the go-to-market strategy

*Execute an internal communications program to bring employees together and build excitement for the brand reveal

*Execute a client communications program to build anticipation, particularly with key accounts

*Execute a media relations program announcing the new brand and educating influencers about the business strategy and changed position of the new company

*Launch a new social media presence on LinkedIn

*Prepare brand assets ready for use on Day 1

*Showcase the new brand at the leading conference in the legal technology industry, ILTACON, in August

Highlights of the results of the new brand launch include:

*Enthusiastic response to the new Harbor brand identity as embodied in the corporate website (harborglobal.com) and across all assets from key stakeholders (board of directors, management team, employees, clients) – e.g., “Congratulations on an expertly delivered rebranding. I've heard nothing but high praise for the rebrand and the world 'classy' has been used a lot! Crushed it!”

*Media coverage in top legal industry publications including feature articles in Law360, Legal IT Insider, Legaltech News, Canadian Lawyer, and Chicago Business Journal

*New company page on LinkedIn with 1k+ new followers within the first week

*Successful internal brand launch events in 8 cities across the US, Canada, and UK, plus a virtual meeting featuring a 28-minute video and live Q&A – engaged over 70% (400+) of employees on August 11, 2023.

Credits

Global Head of Marketing, Harbor
Kaye Sycamore
Hudson Cutler
Shawn Amos, Robert Dowling
The Cohorts
Reuben Reid / Tim Archer / Alex Fraser
Unsworth Shepherd
Richard Unsworth / John Shepherd
Future Present
Sian Clark
Greentarget
Pam Munoz
Peter Davies Films
Peter Davies
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