BEST LAW FIRMS
The Ask
A ranking every law firm knows, leaving the masthead it grew up on. Decouple Best Law Firms from U.S. News and build it a brand, a badge, and a home of its own.
Unconventional Wisdom
“Without us there would be no Best. Only Law Firms.”
The strategic turn that unlocked the program
Made
- The independent brand The mark, affirmed by Best Lawyers: forty years of reputation carried into a name of its own.
- The badge The credential firms display: the ranking, made ownable.
- bestlawfirms.com The new home: a digital platform evaluating more than 15,000 law firms.
- The launch The 14th edition, the first on the independent brand.
Exceptional Outcomes
Engagement detail
Best Lawyers asked Makeable to give Best Law Firms a life of its own. For four decades the ranking lived under the U.S. News masthead; the engagement decoupled it and built the brand to stand alone: strategy and naming, the identity and the badge that carries the credential, and bestlawfirms.com, the digital platform where the ranking lives. Legal services branding runs on trust and provenance, so the work protected forty years of reputation while giving it a new home. Brand consulting and digital product design operating as one system: the pairing that turns an established credential into an independent institution.
Part of Makeable’s Brand and Digital & Product practices, New York.