Troutman Pepper Locke Unifies Merger with Redesigned Publishing Network
At the beginning of this year, Troutman Pepper Locke rolled out redesigned blogs on the LexBlog platform, creating a cohesive and modern digital presence that reflects their brand, streamlines blog management and enhances their attorneys’ ability to educate and establish thought leadership within the legal community.
These updates also reflect the unified vision that emerged from their merger with Locke Lord to form Troutman Pepper Locke LLP, a global law firm with more than 1,600 attorneys across 33 offices in the United States and Europe.
“As part of our merger with Locke Lord, we wanted to modernize the look and feel of all our blogs and consolidate them onto one platform for easier management,” said Jim Austin, Director of Marketing Content at the firm.
Last August, Troutman Pepper reached out to refresh the design of their blogs in preparation for their merger with Locke Lord. The project included redesigning 13 blogs and migrating 4 blogs from Locke Lord’s WordPress platform to consolidate everything onto a single platform.
A Seamless Process
Executing a project of this scale the past few months and over the holidays is no small feat, but Austin praised the process, stating, “There are a lot of moving pieces in a merger of this size, so it’s a lot easier managing a project like this with a trusted partner like LexBlog.” To accommodate the merger’s timing, the final switch was flipped on New Years, ensuring everything aligned seamlessly with the firm’s transition.
“The redesigns elevate the unified brand of the combined firm and are consistent with other design work we have underway, including on our combined website, other digital properties, email campaigns, social media and other branding and communications efforts. They all work together to drive our digital marketing program,” said Austin.
More Than Just Design—A Commitment to Excellence
Troutman Pepper Locke’s redesigned blogs go beyond aesthetics. They reflect the firm’s deep dedication to their practice areas, showcasing expertise and ensuring that their insights are accessible to the legal community, clients and researchers. The updates also reinforce their contribution to secondary law, a vital resource for legal research, ensuring this information remains available in a format that’s as professional and authoritative as the content itself.
“Our blogs add value by educating people about the issues we cover, and of course, help our attorneys better position themselves as thought leaders in their space,” Austin explained.
Among Troutman Pepper’s blogs, the Hiring to Firing Law Blog stands out as a shining example of creativity and impact.
“There are lots of employment law blogs out there, but our partner Tracey Diamond came up with a great idea to make this one stand out—a companion podcast that ties employment law issues to pop culture, including movies and TV shows,” said Austin. “She and her colleague Emily Schifter have consistently hit the mark with every episode—it’s educational and entertaining at the same time. The podcast recently was a finalist for a PRNEWS Platinum Award.”
This success story highlights how blogging can go beyond traditional boundaries to engage audiences in fresh and innovative ways.
Looking Ahead
With their redesigned blogs and recent merger, Troutman Pepper Locke underscores their leadership in legal blogging and highlights the value of maintaining relevant, thought-provoking content.