June 14, 2016

Q&A with Christa M. Crane, Loeb & Loeb’s Chief Client Development and Marketing Officer

christacrane2

“We knew the process was going to be iterative and we needed a firm who would exhibit amazing design savvy and creativity but also respect our firm’s cultural restraints…the Corey team found that balance. They were partners in the exercise from the beginning.”

Corey recently designed a brochure for the national multi-service law firm Loeb & Loeb. We sat down with Christa Crane, Chief Client Development and Marketing Officer, to hear her thoughts on how Corey’s work helped capture the essence of Loeb & Loeb.

  1. Developing a storybook for one of the nation’s top law firms can be a daunting process. What did you see in Corey’s portfolio, process or team that gave you confidence that Corey was the right partner?

Corey came highly recommended by a trusted source who had known and worked with two of the firm’s senior partners for many years. It was important to me to find a firm that not only had amazing design expertise but also had the right ‘personality,’ attitude and perspective. This project was a venture outside anything Loeb had done before and was really a part of a much wider shift in our branding and identity. We knew the process was going to be iterative and we needed a firm who would exhibit amazing design savvy and creativity but also respect our firm’s cultural restraints…the Corey team found that balance. They were partners in the exercise from the beginning.

  1. How did Corey bring “We are connected” narrative to life in the brochure?

Through the use of fun, clever and bold design and imagery. They really helped bring the concept to life.

  1. You have a discerning group of internal stakeholders. How did Corey’s collaboration and creative solution meet all the expectations of the various stakeholders?

True! Our leadership team has high expectations and also varied perspectives so finding the right core was a process. The Corey team was strategic in approach, at all times patient, and collaborative. They were always willing to provide alternatives or try out our suggestions…I will say that on multiple occasions (such as in the case of the cover design!) we ended up back at their initial proposal in the end…

  1. Was there a specific insight or recommendation that Corey proposed that particularly impressed you?

Many! If you take a look at the way they handled the table of contents for our piece, I think it’s brilliant. It really set the right tone from the start and was such a terrific design element to have right up front. It also works well both in print and digital and makes it a piece you really want to explore.

  1. How will you know if this brochure is successful in marketing your firm? 

We are already getting terrific feedback from our attorneys as well as from our clients. It is a piece our partners take great pride in, so to me it is already a success.

  1. Please complete the following: “Wouldn’t It Be Great If…” This is just the beginning!

See Corey’s June newsletter here. View the complete Loeb & Loeb brochure here.


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