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Kansas City-based law firm Lathrop Gage expanded rapidly through organic growth and acquisitions. Yet despite gaining significant traction in areas such as IP and biotech, the firm still projected a Midwest-centric brand focused on traditional practices. The new Lathrop Gage brand is built around the concept of “seeing beyond”—beyond purely legal and regulatory constraints, beyond siloed practices, beyond conventional
approaches. It positions the firm as a proactive contributor to clients', success, trusted advisors who are consulted before a legal issue arises because of their unique perspective on how the law can be a catalyst for growth. Interviews with clients revealed that they appreciate how Lathrop Gage attorneys to put their legal issues in the context of their most important business objectives. They see the firm as one integrated team, able to work across practices to provide holistic, multi-dimensional advice.