Helping a brand distinguish itself from its competitors is the kind of challenge we thrive on. For Midlige Richter, it was all about bringing to the forefront their exclusive focus on PIP law. Unlike many law firms that are jack of all trades and master of none, Midlige Richter is the complete opposite. They focus on one thing and only one thing - getting their clients paid the PIP benefits to which they are entitled. They’ve served both sides of the industry – affording them an unparalleled understanding of the “ins and outs” of PIP law. By developing a new positioning that reflected this core differentiator, we brought the brand to life with a new voice, identity, and go-to market strategy. We created an identity and communications system that, in all elements, evoked their singular focus, freshness and ease of doing business.