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OBD Law
Project Type
Strategic Planning, Business Development, Brand Refresh, Digital Strategy, M&A
Role
Strategy Lead
Industry
Legal Services
After acquiring a Chicago-based firm, OBL needed to unify its brand and reposition for growth. The name change to OBD required more than new visuals; it needed a strategy that reflected how the firm truly built trust: through legal referrals.
My Work
• Led interviews with attorneys, referral partners, and internal teams to identify lead sources.
• Through my research, I discovered that 90% of leads came from legal professionals, not direct-to-consumer traffic, and as a result, I crafted the strategic plan with a “direct to referral” foundation.
• Informed a messaging framework and brand refresh that spoke to credibility, expertise, and clarity in communication.
• Guided narrative and brand voice to support the rebrand and multi-market presence.
• Provided foundation for digital and SEO strategy.
• Authored and presented the comprehensive strategic plan to the client.
Results
Refined positioning helped unify newly acquired practices under one identity. Messaging empowered teams to confidently communicate with referral partners. The rebrand strengthened OBD’s presence in new markets and enabled more targeted business development.
