Milbank LLP: The New Milbank

Milbank LLP, a law firm, conducted a complete rebrand of its image and corporate story to shift consumer perceptions in the US.

For more than 150 years, law firm Milbank, Tweed, Hadley & McCloy called Wall Street home.

However, after decades of global expansion, industry-leading practice growth, winning work in cutting-edge industries such as satellite and clean tech, and, more recently, recognition for a one-of- its-kind associate training and development program with Harvard, Milbank faced an urgent need to shift the external perception of its brand to match its modern culture and relevance. To shed the stodgy, old-fashioned image that was preventing the firm from attracting and retaining top talent and being viewed as one of the world's most prestigious law firms,...

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