Fully Remote Firm Sterlington Rebrands To Market Strength
Read the Law360 article featuring an interview with Sterlington CEO and Founder Chris Harrison and reporter Xiumei Dong.
Read the full article below or access on Law360.
With remote work gaining popularity amid the COVID-19 pandemic, virtual law firm Sterlington PLLC, which has been growing quickly the past few years, is looking to attract more talent by giving its brand a complete makeover.
The firm officially launched its new brand on Tuesday. According to Sterlington’s CEO and founder Chris Harrison, the rebranding, which includes updating its website, logo and brand positioning, will make the firm more visual in the marketplace.
“We are a virtual firm, but we’ve grown into a firm where we are basically across from the AmLaw 20 on virtually all of our matters,” Harrison said. “And we’re looking at the other very, very small handful of fully remote first firms that are out there, we are the caliber ahead, I would say, and we’re just having a lot of fun growing and expanding and getting the word out there.”
Sterlington was founded in 2016 as a fully remote law firm. According to Harrison, the firm’s headcount grew by around 30% last year to 45 attorneys, and this year, he anticipates the headcount to grow at an even faster rate.
“It goes hand in hand with what I’ll call a ‘launch’ as an outreach function to partners across the field, to when they consider a move, to consider a virtual firm, and when they consider a virtual firm, to make sure they look at someone with our features,” Harrison added.
As part of the rebranding, Sterlington has also established a British Virgin Island presence to focus on commercial litigation and insolvency matters and expand its work in cryptocurrency, Harrison noted.
He added that the firm had developed a leadership team over the last 12 months to help prepare for the new brand launch, including appointing a managing director of global talent strategy and recruiting, a head of marketing, a chief technology officer and a chief information security officer.
Echoing Harrison, Sterlington’s head of marketing Sharon Rodney said that the rebranding strategy is a critical “shift” for the firm as it seeks to attract more talent, especially now that more firms are demanding people to return to the office.
“We haven’t ever changed from when Chris originally founded the company as far as why he did and what the impetus was for why he decided to go 100% virtual,” Rodney added. “But it’s just even more powerful now, with people wanting to maybe not go into the office every day or pay into that kind of way of living in lifestyle.”
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Time travellers from 100 years ago would find the modern law firm a curious beast: On the one hand, litigators spend their days preparing pleadings and giving oral argument in court; transactional lawyers spend their days preparing and reviewing contracts, deeds and agreements. Lawyers in 2023 do pretty much the same thing. On the other hand, the way in which that work is carried out is radically different. Law firms are increasingly diverse, and no longer the sole province of the most privileged in society. And instead of doing everything by hand, or dictating to clerical staff, lawyers are expected to be adept with a range of different tech tools.
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