Butterworths Legal → LexisNexis Corporate Rebrand
LexisNexis · 2003–2005 · Sydney, AU
At a glance
Corporate rebrand and consolidation program — unifying legacy Butterworths under the LexisNexis identity across marketing, product, and customer-facing assets.
- Brand consolidation
- Complete in 18 mo
- Customer renewal rate
- Held flat through cutover
- Markets unified
- AU + NZ
The problem we walked into
LexisNexis had acquired Butterworths years earlier but the two brands still operated in parallel — separate marketing teams, separate catalogues, separate customer comms. Legal-services customers were confused about which brand to renew under and which products belonged to which. The mandate was a clean cutover to one brand within 18 months without disrupting subscription renewals.
How it ran
- 01 Joint working group across both legacy brands plus the global LexisNexis brand custodian
- 02 Audit of every customer-facing touchpoint: print catalogues, online portals, sales collateral, contract paper, invoicing
- 03 Migration plan sequenced by customer renewal cycle — touchpoints updated before each cohort renewed
- 04 Sales enablement program so the field could explain the change at every conversation
- 05 Six-month post-launch hypercare for customer support and contracts teams
What landed
Single LexisNexis brand across all Australian and New Zealand touchpoints. Customer renewal rate held flat through the transition (the worry case had been a 5–10% dip).
What this case study showcases
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