Law firm Lewis Roca Rothgerber Christie has completed a rebrand initiative which includes a new visual identity, website and shortened name – Lewis Roca.The Los Angeles-based firm with a presence in Glendale focuses on intellectual property licensing; internet law and domain disputes; prosecution and litigation for patents; trademarks; and copyrights and trade secrets.“We wanted our branding to reflect our guiding values which are focused on putting the client at the center of everything we do,” Lewis Roca Managing Partner Ken Van Winkle said in a statement. “Our new website is intended to answer client questions, rather than project what we want to tell them about us. It’s all about who we do it for, not who we are. It is exciting to launch a new brand that reflects what it is like to work at and with Lewis Roca.”Most of the firm’s brand strategy and design were ready to go by the first quarter of last year, Van Winkle told the Business Journal in an email. With the rollout put on hold until March, leadership had the opportunity to further educate its lawyers and staff on rebranding efforts.Added Chief Marketing and Business Development Officer Lisa Simon: “To launch a new brand and website in a pandemic was challenging but we felt it was important to move forward after having to put it on hold in 2020. This new brand is more relevant than ever because it’s built on our cultural commitment to a highly tailored client experience and our Experience Amplified program.”Experience Amplified is a client experience program that allows clients to rate their satisfaction with services, the firm said. The program has helped the firm for three years now.Lewis Roca was formed more than a century ago. Lewis and Roca combined with Rothgerber, Johnson & Lyons in 2013, then with Christie Parker & Hale in 2016.The firm has other offices in Albuquerque, Colorado Springs, Denver, Las Vegas, Los Angeles, Phoenix, Reno, Silicon Valley and Tucson.
