A Rebrand By Thinkso Just To ‘Be Shur’


Given that lawyers tend to be a relatively conservative, risk-averse bunch, law isn’t the place you expect to see breakthrough branding and design. But Bernstein Shur — a 100-attorney, Portland ME-based law firm with a national practice—does not fit the stereotype. Approaching its 100th anniversary and with a younger management team in place, the firm looked to reinvigorate their image and compete more aggressively. They identified a rebrand as key to achieving their goal, and brought in New York’s Thinkso Creative to lead the effort. Says firm CEO Pat Scully: “A rebranding was a key component in our five-year strategic plan.”



Thinkso implemented a wholesale rebrand, developing a positioning and marketing strategy, designing a new logotype and identity system, rewriting and redesigning the firm’s website, and more. The resulting identity and marketing communications intended to be sophisticated, accessible, and, essentially, different from others in the legal services industry. A clever advertising campaign emphasizes the firm’s combination of world-class talent and New England practicality. The ads also introduce a new nickname (“Be Shur”), which acts as shorthand and articulates a key benefit of hiring the firm.


In addition, the new website showcases the firm’s differentiators on the homepage and structures content to better cross-sell the firm’s practice areas. To make sure the brand’s down-to-earth tone imbued the site, Thinkso developed original content for each practice area, and rewrote over 100 attorney bios. The completed site, along with a suite of print collateral, video, stationery, and signage, modernize their brand and give the lawyers a range of solid marketing materials.