Firesign and DriveThru Branding Launch Firm Foundation

Innovative Process Brands Law Firms in Two Weeks

FAIRWAY, Kan. and NEW YORK, March 15, 2017 — Firesign and DriveThru Branding today announced their new collaboration, Firm Foundation, a process built to deliver law firm brand guides in just two weeks.

A law firm’s brand is among the most important hiring factors, but the traditional branding process can be cumbersome and time-consuming, leading many law firms to neglect it, said Katherine Hollar Barnard, CEO of Firesign.

Barnard said Firesign, a marketing agency that specializes in the legal industry, wanted to help law firms brand in a straightforward way. This sparked an alliance with DriveThru Branding, which provides fast, affordable brand strategy to startups and small businesses. Together, Firesign and DriveThru Branding crafted Firm Foundation, a branding process that addresses the unique aspects of the business of law, including jurisdiction and ethical considerations.

Firm Foundation uses a three-phased approach focused on efficiency:

  • Discovery: A law firm completes a set of questions about its work, clientele and style.
  • Work Session: Within ten days, the firm receives a draft brand guide and participates in a one-hour work session to refine it.
  • Deployment: Four days later, the firm receives a final brand guide and instructions for moving forward.

The brand guide includes the firm’s elevator pitch, brand story, tone and style, guidelines for visual presentation and a review for ethical compliance. Law firms pay a fixed fee based on size.

“Branding is the foundation of how firms connect with clients,” said Barnard. “It’s crucial, but it shouldn’t have to be painful.”

Susan Solomon, founder of DriveThru Branding, has deployed the two-week model for a variety of clients, including The High Line, Give Lively and WeFestival. She said she looks forward to bringing it to the legal arena.

“We know traditional branding agencies aren’t designed for time-crunched lawyers,” Solomon said. “Firm Foundation is.”

For more information about Firm Foundation, visit

About Firesign:

Firesign helps attorneys attract, win and retain business. We build brands that connect and business plans that deliver for law firms and legal industry clients nationwide. For more information, visit

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