In the 1970s, LexisNexis pioneered the electronic accessibility of legal and journalistic documents. But in the Google age, the LexisNexis brand was lagging far behind its advanced legal search technology platform. With a new CMO at the helm, Liquid Agency was hired to reboot the LexisNexis brand. For our inspiration, we tapped into the ethos of the new breed of lawyer that is leading change in the legal profession. This led us to the core brand idea of “Unprecedented.” By taking a familiar legal term and flipping it, Unprecedented became the watchword for the individuals who embody the spirit of the new LexisNexis brand. We activated the strategy through bold, integrated campaigns that set a new tone in the legal industry—by authentically embracing the innovative roots of this search pioneer.
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