One of the top law firms in the country, Cooley wasn’t top of mind with younger entrepreneurs. We were asked to rebrand the firm’s Emerging Business practice, which focuses on attracting the next Meta or OpenAI as clients. We started by conducting one-on-one interviews with eighteen attorneys and entrepreneurs, and then locked most of them in a conference room for an all-day workshop. By the end of the engagement, the practice had a new name, a new visual identity, a new website, and a renewed sense of mission.