Brand Challenge
Founded in 1978 with the publication of National Law Journal, the company, previously known as ALM Media, has grown from one publication serving attorneys to a global enterprise spanning multiple industries and offering more than 30 media brands, 65+ annual events and 250+ resources.
Its customers had deep and often longstanding relationships with select media titles, events and research, yet many lacked an understanding of the company behind those properties or how they were integrated. Enterprise value, cross selling and recruiting suffered as a result.
Brand Solution
Brand Zoo’s positioning rationale reframed ALM Media’s value proposition from publisher of mostly legal titles, to an integrated provider of trusted information services, data and media. And it assured its audiences that customers should rely on it to help them with both the business of and practice of their professions.
Reflecting the evolution of the company, we recommended changing the name to simply, ALM. The new visual identity captures the spirit of the new brand as well. It projects ALM's global presence and customer base, and the essential role it plays in the legal, financial services, insurance and commercial real estate industries.
Brand deliverables included:
- Brand positioning idea
- Messaging
- Brand identity
- Brand visual system
- Website copy and redesign
- PowerPoint template
- Brand architecture
- Sales collateral
- Building signage
- Brand guidelines
"Customers rely on ALM to provide the information, insight, data and access to audiences they need to grow their businesses, to better understand news and trends in their industries. Our rebranding updates our look and feel to align with what our company has become, the role we play and the trust our customers place in us.”
Bill Carter, CEO, ALM