Facilitated By: Jenn Smuts, Business Development Leader, K&L Gates LLP
Rarely, if ever is the “status quo” or a “rule follower” rewarded with recognition. Chief Marketing & Business Development Officer, Julie Chodos of Axinn, Veltrop & Harkrider LLP (Axinn) admits that her firm’s recent recognition as the LSSO Firm of the Year may be partly due to her desire to spark change.
Axinn embarked on a rebrand program to align its “client-centered, modern and strategic brand experience” to properly reflect the firm’s culture. During discovery, Axinn interviewed clients and learned that their brand was not aligned with their reputation as a premier antitrust, IP, and high-stakes litigation firm and “more importantly, our brand did not reflect how much our trusted talent prioritizes strong client relationships,” states Chodos. With that goal in mind, as well as developing a technology-driven platform that provides easy access to the firm’s thought-leadership, Axinn launched Elevating the Client Experience.
“As a self-described ‘failed artist,’ this rebrand project was a labor of love because it let me tap into my creative side.” Chodos worked with website CMS provider Ruby Law and brand design firm, Living Group. The rebrand enabled Axinn to significantly expand its digital presence and reach across key channels, driving measurable market visibility. Month over month, Axinn has monitored increased and significant engagement metrics not only on the firm’s website but with their LinkedIn profile(s) and the content syndication reach of both JDSupra and Mondaq.
When asked what advice she would share with law firm peers who aspire to similar success, Chodos reminds me that “the traditional law firm model is shifting fast, especially with AI accelerating change. Try things! Break a few eggs!”
Looking ahead, Axinn is keen to keep building on the foundation that’s been created. They are looking at new ways to improve processes, put scalable systems in place, and effectively use AI tools to create efficiencies.
“Hearing the applause at our Firm Town Hall was one of those unforgettable moments and a career highlight,” states Chodos. There is no doubt Axinn will continue to impress not only their internal stakeholders, they will also strengthen the connection between lawyer insights and client needs and continue to bring their brand to life in more meaningful ways.
Additional Axinn brand refresh project team members include Jenny Hills, Marketing Operations Manager, Michael Sosa, Sr. Manager Marketing & Digital, Jade Tarca, Marketing Specialist and Lily Head, Marketing Coordinator.
Axinn, Veltrop & Harkrider LLP
LSSO Firm of the Year 2025
Julie Chodos, Chief Marketing & Business Development Officer
