Defining a Leadership Zone

In a region that supports more than 200 law firms, competition is brisk. So when this full-service law firm, widely recognized for its expertise in land use and zoning, came to us seeking an updated logo and stationery, we helped them look a little further. With referrals their only source of new business, and little to differentiate them from other law firms, Walsh Colucci needed heightened stature in the marketplace.

After interviewing clients and partners, we discovered that 70% of their new business came from land use and zoning law clients. Our research also revealed that another law firm dominant in construction-related law was about to close its doors, so we urged our client to seize the opportunity and establish a focus on land use and zoning law. They agreed, and we positioned them as “The Land Lawyers,” a phrase that also served as a new tagline and inspired a confident new look for their website and collateral. More important, it gave them a powerful niche to support a commanding brand.

Today, Walsh Colucci is Northern Virginia’s undisputed leader in land use and zoning law. Their practice has grown in size and influence, and they have laid the legal foundation for many of the region’s major new construction projects. In Northern Virginia, they are indeed The Land Lawyers.