Lynda Decker

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Articles

Branding as a System, Not a Campaign: Evolving Legal Identities for the Digital Age – PRINT Magazine

1 week ago | printmag.com | Lynda Decker |Kim Tidwell

Law firms often approach branding as a series of discrete projects—a new logo, a website redesign, or a campaign to launch a practice group. Yet, this piecemeal approach has become increasingly inadequate as the legal landscape undergoes seismic shifts driven by digital transformation, changing client expectations, and market consolidation. The firms that will define the next era of legal marketing aren’t treating brand as a visual refresh or a campaign cycle.
Data Can Blind Us to Design's True Value – PRINT Magazine

1 month ago | printmag.com | Lynda Decker |Kim Tidwell

In the law profession, we lean heavily on rational argument and analytical proof. Design can sometimes appear peripheral—a cosmetic afterthought rather than a critical factor in shaping perceptions. Yet when you walk into a law firm’s offices, land on its website, or flip through its marketing materials, the fundamental impression you form often starts with design.
Data Can Blind Us to Design's True Value – PRINT Magazine

1 month ago | l8r.it | Lynda Decker |Kim Tidwell

In the law profession, we lean heavily on rational argument and analytical proof. Design can sometimes appear peripheral—a cosmetic afterthought rather than a critical factor in shaping perceptions. Yet when you walk into a law firm’s offices, land on its website, or flip through its marketing materials, the fundamental impression you form often starts with design.
The Future for Brands Demands Discovery – PRINT Magazine

2 months ago | printmag.com | Lynda Decker |Kim Tidwell

The temptation to skip steps is strong when we’re all under pressure to perform—particularly regarding brand and messaging strategy. Law firms and other professional services organizations often tell us, “We conducted research and discovery a few years ago; do we really need to go through this again?” While it’s understandable to want to conserve resources, this perspective overlooks a critical truth: the world is changing at an unprecedented pace.
The Future for Brands Demands Discovery – PRINT Magazine

2 months ago | l8r.it | Lynda Decker |Kim Tidwell

The temptation to skip steps is strong when we’re all under pressure to perform—particularly regarding brand and messaging strategy. Law firms and other professional services organizations often tell us, “We conducted research and discovery a few years ago; do we really need to go through this again?” While it’s understandable to want to conserve resources, this perspective overlooks a critical truth: the world is changing at an unprecedented pace.
Exploring the Liminal Space Between Strategy and Design – PRINT Magazine

Jan 9, 2025 | printmag.com | Lynda Decker |Kim Tidwell

Exploring the Liminal Space Between Strategy and DesignPosted inCreative Voices The journey from strategy to design represents any branding project’s most pivotal—and often perilous—transition. This is the crucible where abstract thinking must crystallize into visceral, visual expressions that grab audiences and don’t let go.
Exploring the Liminal Space Between Strategy and Design – PRINT Magazine

Jan 9, 2025 | l8r.it | Lynda Decker |Kim Tidwell

The journey from strategy to design represents any branding project’s most pivotal—and often perilous—transition. This is the crucible where abstract thinking must crystallize into visceral, visual expressions that grab audiences and don’t let go. Make no mistake: exceptional work in this space isn’t accidental. It demands rigorous intentionality, deep collaboration, and masterful translation of strategic insights into creative expression.
The Playbook is Dead: Why Marketing Needs to Break Free of 'Best Practices' – PRINT Magazine

Dec 12, 2024 | printmag.com | Lynda Decker

I’m going to say something that might ruffle some feathers: We’re killing creativity in legal marketing, and we’re doing it with kindness. We’re smothering it with process, drowning it in frameworks, and burying it under mountains of data. And the worst part? We’re congratulating ourselves while doing it. Recently, I read a provocative piece by a veteran advertising executive that hit me like a thunderbolt.
Strategies for Reimagining Legacy Law Firm Brands – PRINT Magazine

Nov 14, 2024 | printmag.com | Lynda Decker |Kim Tidwell

Long-established law firms, with reputations forged over generations, stand as symbols of stability and permanence. These venerable institutions, some dating back over a century, embody legacies that command respect and trust. Yet, as technology reshapes client expectations and interactions, these firms face an evolving question: How can a brand rooted in tradition adapt to the demands of a digitally driven audience without diluting its essence?
The Art of the RFP – PRINT Magazine

Oct 17, 2024 | printmag.com | Lynda Decker |Kim Tidwell

The process of issuing a Request for Proposal (RFP) is often an overlooked yet critical aspect of project success. For a Chief Marketing Officer (CMO) at a law firm, the quality of the RFP not only sets the tone for the project but also reflects the firm’s level of sophistication and professionalism. A well-crafted RFP ensures alignment between your vision and potential partners, allowing you to attract the best-suited agencies that can elevate your brand and website.