Gadsby Calls on Fort Franklin

Fort Franklin has added law firm Gadsby Hannah after a review of undisclosed agencies.

“It’s great for Fort Franklin to expand into a new category,” said Marc Gallucci, president and creative director of the Boston agency.

Gadsby Hannah is a Boston-based law firm that concentrates on emerging growth, technology and construction companies. It also handles finance, real estate, litigation and bankruptcy cases.

Potential ad spending has not been disclosed.

“There was a lot of synergy between the two companies,” said Caitlin Ahern, director of marketing at Gadsby Hannah.

During the capabilities-based pitch, Fort Franklin presented case studies of its work for Timberland and jewelry chain Shreve, Crump & Lowe.

Gadsby Hannah approached the 20-person shop after Ahern saw Fort Franklin’s Web site.

“Fort Franklin presented a complete brand-development program, giving us levels of creativity and continuity that would be unparalleled in our industry,” said Ahern.

The agency is currently crafting a new brand identity for the firm, which wants to increase its profile in the Boston business community. Fort Frank lin and Gadsby Hannah are in the process of developing a “voice” for the law firm and potentially a new tag line, according to Gallucci.

A print push is expected to break in late spring and will run in The Boston Globe, The Boston Business Journal, Mass High Tech and Corporate Legal Times. Radio ads and collateral materials may also be in the mix.

Prior to Fort Franklin, Gadsby Hannah worked with a Washington, D.C.-based agency for four years. That agency created print campaigns for the firm and used the line “Push the limit.”

“We were looking for a group of innovative thinkers, an agency [that] solved com plex challenges with the same creativity and passion as we do,” said Ahern.

The win is a departure for Fort Franklin, which, since its inception two years ago, has worked mainly with clients in the beverage and apparel industries. The agency’s client roster includes Kangol, Zed and Cider Jack Hard Cider.

Another Boston law firm, Bingham Dana, recently broke a print campaign from Red Advertising that is running in legal and business publications [Adweek, March 4].