LP
Giving a growing law firm the evidence to refine its brand with confidence.
Solution
The Situation
LP had built a distinctive brand platform around its culture, ambition, and approach to client service. As the firm grew, leadership needed to understand whether the brand was still showing up consistently, where it remained credible, and where targeted refinement could strengthen its impact.
Six06 led a focused brand pulse check that combined stakeholder interviews, recruiting intelligence, competitive analysis, and a review of LP’s public-facing touchpoints. The work gave leadership an objective view of what the brand was already doing well, where stronger proof was needed, and how LP could evolve without discarding the equity it had built.
Key Deliverables
Stakeholder Interviews
Recruiting-market Intelligence
Competitive Brand and Messaging Audit
Brand Touchpoint Review
Executive Synthesis and Recommendations
Outcomes
3 Strategic Tactics
Tactic 01/03
Replace Internal Opinion with Market Evidence
LP had strong internal perspectives about its brand, but the firm needed evidence that went beyond individual preference. Six06 tested the existing platform against interviews, recruiting intelligence, competitive signals, and public-facing brand touchpoints.
The work separated what LP believed about itself from what outside audiences could actually see, understand, and believe. That gave leadership a more objective basis for deciding what deserved attention.
Tactic 02/03
Identify Where the Brand Creates the Most Value
The research showed that the brand was doing meaningful work, especially as a talent signal. It helped prospective hires see LP as intentional, modern, and culturally coherent before they ever encountered the firm directly.
The strongest position came from pairing sophisticated work with a more human and intentional firm experience. That clarified both the story LP could strengthen and the audience for whom it mattered most.
Tactic 03/03
Refine the Brand Without Rebuilding It
The evidence did not support starting over. The central brand promise remained credible, and much of the equity created by the earlier work was still valuable.
Six06 identified which elements should be protected, where the story needed stronger proof, and which touchpoints should evolve as the firm grew. LP left with a decision-ready path forward rather than an unnecessary reinvention.
More Work
