McLane Middleton
Growing an established brand into new territory
Web Design Digital Marketing Strategy Branding
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Client Overview

McLane Middleton had earned its success as one of New Hampshire’s largest and most established law firms. Building on that, the firm made the decision to expand into Massachusetts to accommodate their clients’ growing needs. Founded in 1919, McLane’s good name in New Hampshire had been over 90 years in the making. But, as a relative newcomer in Massachusetts, a refreshed and consistent brand story would be required to continue their growth.


Your brand is more than a logo, it’s a promise. McLane has worked with wedü to solidify that promise and continually evolve the McLane brand since 2015.

Rebuilding an icon. Twice.

wedü and McLane Middleton have a long-standing partnership spanning a full rebrand of the firm, two websites, and several practice area blogs. In 2015, McLane asked our team to rebuild their brand platform and identity as they expanded their firm into new markets. We performed a competitive review, quantitative, and qualitative analysis to better inform McLane of the landscape they’d be entering. We spoke with dozens of lawyers and firm stakeholders to help identify the essence of McLane. We also interviewed and surveyed hundreds of firm clients to gauge everything from customer satisfaction to knowledge of firm specialty areas.


These efforts have been the foundation of a strong relationship. In 2022, wedü completely refreshed the McLane website with a goal of transitioning it from launching the brand and highlighting its people. The result is a platform that truly supports the firm’s vast thought leadership energy.


From the sketch book
to the screen.

From brand tone and messaging
to the visual platform on which it rests.

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