With over 100 years serving the greater Pacific Northwest community, Riddell Williams is one of Seattle’s oldest and most renowned law firms. The company contacted CRP to facilitate strategic planning efforts, in an effort to unify their existing practice groups under one corporate vision. Beginning with a brand positioning workshop CRP helped align various stakeholders within the company's practice groups to reorganize from twelve to six clearly defined areas of focus. While each practice group serves the greater RW brand, they have unique history and, in some cases, books of business. In order to celebrate the diverse strengths of the company while creating corporate synergy, CRP helped to uncover a common cultural "north star" to help align the company under one common mission: to “mean more, be more”—to their clients, colleagues, and community. CRP aided the leadership team in rolling out this message throughout the firm, empowering its employees to create a culture from within that fulfilled this promise. In order to achieve cultural adoption, CRP facilitated employee engagement efforts and individualized practice group interviews that gave each employee ownership in the future of the brand. The results of those exercises allowed CRP to unearth possibilities to live out the new brand ethos. This manifested itself in strategic marketing messaging tailored to each practice group, a new brand identity system, content generation, design and development of a new website that clearly and effectively communicates the firm’s values of distinction, dedication, agility, and connection.