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The Bar Plan

A long-standing, premier provider of insurance needs to lawyers across five states, this brand sought a means to reimagine their marketing and stand out to the next generation of legal professionals.

When it came to insurance offerings and services for legal professionals, The Bar Plan was bar none. From a branding, marketing, and messaging standpoint, however, they felt that the landscape had become a little cluttered and knew it was time for dramatic change. Always up for a challenge, Dovetail joined the case and got to work.

With a mindful eye to perceptions, both internally and externally, as well as the realities of the digital world of today, Dovetail conducted extensive research to determine the competitive strengths of The Bar Plan. From these learnings, a new brand platform was developed:

“Your Practice, Made Perfect”

With a bold, new platform to embody The Bar Plan’s incredible service and benefits, Dovetail got to work on a new Brand Campaign. What followed was a modern new look, with brighter colors and bolder, energetic graphics, that was used to revise collateral materials and, ultimately, an exciting new website.

Today, The Bar Plan is successfully reaching its target audience — and attracting new ones — with a new platform, branding, messaging, as well as relaunched, refreshed social media presence, all designed to help lawyers build a better practice.

Additional Brand Studies

We believe every brand has ownable positioning, even if it doesn’t seem obvious.
Below are more of our selected brands reimagined for future success.

St. Louis Lambert International Airport

The largest U.S. medium-sized hub was in desperate need of an identity. It all came together… with a little hustling.

Drury Hotels

Known for always going the extra mile to make guests happier and their journey easier, Drury Hotel rebranded with the platform, “Travel Happy.” While the actual hotel experience exemplified this completely, the online experience was in need of updating.

Gateway Arch

A monument to westward expansion and beacon of tenacity, this landmark was in dire need of a platform on which to stand…

RentPayment

An invaluable tool, robust management hub & the perfect moniker. They just needed a complete branding makeover…

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