Moiré Marketing Partners worked with Niles, Barton & Wilmer, LLP, a full-service, mid-sized and well-established 173-year-old Baltimore law firm, to create and introduce a brand refresh, which also included the design and development of the firm’s new website.
Moiré Marketing Partners conducted a branding/realignment exercise (discovery phase), including partner interviews and a thorough, in-depth competitor analysis. The nexus of the interviews and competitor analysis created the firm’s brand realignment that speaks to “Firmly Grounded. Highly innovative”, which reflects the firm’s rich history, experience, credibility (trustworthy) and stability. The firm's new brand is prominently display on the website's homepage through the imagery and throughout the site via the messaging.
Moiré Marketing Partners is a strategic branding and marketing communications agency specializing in the success of professional services firms. Headquartered in Washington, DC, with an office in Long Beach, California, Moire's clients include law firms, accounting firms, financial and consulting firms, associations, architecture and engineering firms, educational organizations, real estate companies and technology-based firms.
Moiré Low Down
The Women in Law Empowerment Forum (WILEF) educates and provides networking opportunities for women in law firms and corporate law departments and is now in its seventh year. In addition to WILEF's stellar programming, WILEF has launched the WILEF Gold Standard Certification initiative.
WILEF Certification emphasizes the leadership roles achieved by equity women partners, rather than the policies or practices of the firm or the overall number or percentage of women in the partnership. Law firms with 200 or more practicing lawyers in the United States are eligible for the 2013 WILEF Gold Standard Certification if they successfully demonstrate that women represent a meaningful percentage of their equity partners, of their highest leadership positions, of their governance and compensation committees, and of their most highly compensated partners. For the WILEF Certification, a meaningful percentage means that the number of women equity partners satisfies four or more of the following criteria:
- Women account for at least 20% of equity partners or alternatively, 25% or more of the attorneys becoming equity partners during the past twelve months.
- Women represent at least 10% of firm chairs and office managing partners.
- Women make up at least 20% of the firm's primary governance committee.
- Woman represent 20% or more of the firm's compensation committee.
- Women make up at least 25% of practice group leaders or department heads.
- Women represent at least 10% of the top half of the most highly compensated partners.