More than a stadium name: Building a modern legal brand

Lisa Robinson-Behnejad, Director of Business Development & Marketing at Hill Dickinson LLP, shared the firm's transformation journey, from a research-led rebrand and new digital platform to the landmark Hill Dickinson Stadium naming rights agreement. Drawing on the firm's experience, Lisa demonstrated how brand, digital and commercial strategy were developed together to create a platform for growth, strengthen market visibility and build internal momentum.

The session explored the importance of evidence-based discovery, aligning stakeholders behind a shared vision and designing digital experiences that bring a brand to life. Attendees also gained an inside look at the strategic thinking behind one of the legal sector's most talked-about branding decisions, and how a bold opportunity was assessed through the lens of business objectives rather than marketing alone.

The presentation sparked thoughtful discussion throughout the evening, with clients and industry peers sharing perspectives on transformation, digital innovation and the evolving role of brand within professional services. Combined with dinner and drinks, it was another valuable opportunity to exchange ideas and experiences with senior marketing leaders.

Thank you to Novicell for co-hosting another excellent event, and to Lisa Robinson-Behnejad for an insightful and candid look at Hill Dickinson's transformation journey.

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