Innovation in Practice Campaign

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.