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SPD collaborated with Bingham for over 10-years to develop and roll-out a comprehensive, strategic, marketing and branding communications master plan. SPD conducted in depth market analysis and research to reposition this dynamic and innovative international law firm. SPD developed a distinctive new identity reflecting Bingham’s dynamic, innovative, and confident personality. The identity was then applied to a comprehensive branded communications system fusing print, digital, environmental, and merchandising elements, and carried throughout a humorous marketing campaign.The results confirm Bingham’s visionary leadership and confident personality, redefining the law firm within the industry.