Role
Head of Commercial Strategy & Innovation
Head of Commercial Strategy & Innovation
Challenge
Barrera Palacio, a corporate law firm, faced the challenge of modernizing its value proposition in an industry often perceived as rigid and traditional. The key question: how to simplify a complex portfolio of services, strengthen its brand DNA, and position the firm as an innovative player in the legal sector?
Barrera Palacio, a corporate law firm, faced the challenge of modernizing its value proposition in an industry often perceived as rigid and traditional. The key question: how to simplify a complex portfolio of services, strengthen its brand DNA, and position the firm as an innovative player in the legal sector?
Strategy
• Defined a new brand DNA that reflected trust, innovation, and accessibility while preserving the firm’s prestige.
• Designed a gamified sales tool for the commercial team, enabling them to present legal services to clients in a dynamic and simplified way.
• Streamlined and restructured the service portfolio, focusing on clarity, specialization, and digital readiness.
• Supported the launch of new digital legal products, strengthening the firm’s positioning as a forward-looking practice.
• Crafted a marketing and communication strategy highlighting thought leadership, digital presence, and client experience.
• Defined a new brand DNA that reflected trust, innovation, and accessibility while preserving the firm’s prestige.
• Designed a gamified sales tool for the commercial team, enabling them to present legal services to clients in a dynamic and simplified way.
• Streamlined and restructured the service portfolio, focusing on clarity, specialization, and digital readiness.
• Supported the launch of new digital legal products, strengthening the firm’s positioning as a forward-looking practice.
• Crafted a marketing and communication strategy highlighting thought leadership, digital presence, and client experience.
Outcome
• 40 % simplification of the service portfolio, making offerings clearer and easier to sell.
• Launch of 3 new digital legal products within the first year
• +11 % YoY sales increase (2020 vs. 2019).
• +28 % increase in client satisfaction measured via internal surveys
• Positioned Barrera Palacio as a modern, innovative law firm with a client-centric approach.
• 40 % simplification of the service portfolio, making offerings clearer and easier to sell.
• Launch of 3 new digital legal products within the first year
• +11 % YoY sales increase (2020 vs. 2019).
• +28 % increase in client satisfaction measured via internal surveys
• Positioned Barrera Palacio as a modern, innovative law firm with a client-centric approach.
