Known as Cullen Weston Pines & Bach, LLP since 1984, the Madison-based law firm established itself as one of the most respected law firms in Wisconsin’s capitol city. In 2014, the firm experienced a change in leadership and welcomed a new generation of Partners. To reintroduce the firm to the Madison community, modernize its public presence, and better explain its priorities, the firm decided to rebrand itself in 2016 as Pines Bach LLP.
AFFIRM was selected to lead the rebranding of the law firm in a competitive RFP process. In addition to the complete redesign of the law firm’s brand identity, the agency developed its first-ever tagline – Personal Service. Positive Outcomes. Since Pines Bach launched its new brand in September 2016, it has experienced extremely positive feedback and a marked increase in calls, referrals, and client interest. Its online media campaign executed by AFFIRM has resulted in over 9 million impressions and maintains an impressive click-thru rate for each practice area. The Pines Bach branding campaign developed by AFFIRM was also awarded an American Advertising Federation GOLD ADDY Award for Integrated Brand Campaign in February 2017.