Guertin Poirier Avocates/Lawyers

Guertin Poirier Avocates/Lawyers

Natalie Guertin and Michèle Poirier, partners at Guertin Poirier, turned to Phrase Strategy as they prepared to take over a real-estate law practice from Natalie’s father, Louis. Since 2006, we had worked with Louis to brand his firm as he looked ahead to eventual succession.

With the transition to a third generation, woman-led firm planned for January 2022, we began working closely with Natalie and Michèle in mid 2021 to articulate their vision for the new practice. Our Essential Story process created space for the firm’s leaders to consider the intention, vision, and values that set Guertin Poirier apart and define the nature of the firm’s decisions and interactions. The resulting Phrasebook™ provides a touchstone for the partners, staff, and clients to connect with the Essential Story.

Driven by the Essential Story, we then developed a tagline, visual identity including logo and and colour palette, new bilingual website, brochure, stationery, and print collateral. The website includes client intake forms, a convenient cost-calculator, and an easy-to-use content management system that enables the firm’s staff to maintain the site’s content.

Natalie and Michèle were instrumental throughout the process, ensuring a seamless client experience between the firm’s online, on-phone, and in-office points of presence.