Brand Strategy
Atticus Family Law
Strategic Voice, Stronger Brand: When your brand no longer matches your value, it's time to evolve.
Project Overview
Atticus Family Law is a Minnesota-based family law firm focused on helping clients navigate the challenges of divorce, custody, and other life transitions with clarity, strategy, and care. Their team combines expert legal services with coaching, educational tools, and mindset support to provide a comprehensive approach to family law.
When Atticus approached Mercury Creative Group, they were ready to elevate their brand to reflect their evolving service model. Their legal practice had expanded beyond courtroom representation into a client-centered approach that balanced expert legal strategy with mindset coaching, curated educational tools, and tailored support for families. What they needed was a clear brand identity that communicated this distinct value to potential clients and referral partners and aligned their external messaging with their internal culture.
Atticus selected Mercury Creative Group for our experience helping professional service firms uncover their essential value, articulate it clearly, and bring it to life visually and strategically. Together, we built a brand strategy and messaging foundation to match the firm’s ambitious vision and unique service approach.
Client Goals
Atticus had built a strong reputation for its results-oriented legal representation, but its brand no longer fully reflected the firm’s forward-thinking, multi-dimensional approach. The firm’s leadership knew that high-value clients weren’t just seeking legal victories; they wanted guidance, clarity, and emotional confidence through one of life’s most difficult transitions. To match that level of service, the brand needed to evolve.
They were also seeking better alignment between their internal team and client experience. Consistent messaging, more emotionally resonant content, and a streamlined website experience were among their priorities.
Atticus considered other agencies but ultimately chose Mercury Creative Group because of our ability to blend strategic clarity with emotional nuance. Our process wasn’t just about new design or a new tagline; it was about uncovering their essential value and creating tools to communicate it with confidence.
Project Focus
We began with our Mercury Method strategy sessions to understand the full scope of Atticus’s unique service model. This included discovery with the leadership team, internal culture exploration, ideal client personas, and pain point mapping. From there, we built a full brand messaging system, including:
- A clearly defined value proposition tailored to their ideal client
- A strategy statement to help align the Atticus team
- A set of brand pillars and key messages that addressed both practical and emotional client needs
- Updated mission, vision, and core values grounded in their service philosophy
- A brand-defining concept: Holistic Empowerment—describing their unique ability to support clients legally, emotionally, and strategically
- Content and tone guidelines to ensure consistent communication
- Recommendations for visual design and website content updates
This foundation helped Atticus clarify their voice and tone, improve internal alignment, and begin building a brand experience that sets them apart in the legal space.
Results
Since finalizing their brand strategy work, Atticus has:
- Developed a consistent internal understanding of their value among attorneys and staff
- Created audience-specific messaging that resonates with clients and referral partners
- Clarified their vision and mission to support growth and hiring goals
- Laid the groundwork for future content development and marketing campaigns
The brand now speaks with confidence, credibility, and clarity, much like the legal representation they offer.