Rupp Baase Pfalzgraf Cunningham is one of the largest law firms in Western New York. Built on the enterprising spirit of its three founding partners, the firm has grown into a team of more than 50 creative, forward-thinking attorneys who go to battle for creative, forward-thinking clients.
When White Bike first started working with Rupp Baase in 2016, the firm had embraced a position and outward-facing tagline—Innovation in Practice. In an industry that’s known for its structure, our challenge was not only making a platform of innovation meaningful to people in need of legal services, but also helping the attorneys themselves understand what it means to their practice.
Through internal brand sessions and a positioning process that not only defined Innovation in Practice firm-wide, but for each unique practice area. The work features little lawyers—law book navigators, legal pad climbers, folder gliders—traversing legal office supplies like explorers, looking at common legal challenges in a completely uncommon way.