For many law firms, milestone occasions such as 100, 125 or 150 years are more than a marker of longevity. They are an opportunity to showcase heritage, reinforce firm values, reinforce client relationships, deepen culture and position the brand for the future. These celebrations can be transformed into strategic marketing campaigns and potentially recruiting opportunities with lasting business impact that target both internal and external audiences.

Every major commemoration deserves a distinct identity that is consistent through all messaging platforms and outlets. Some firms design a commemorative logo, such as “100 Years” or “Since 1899,” for use across digital and print assets. For others, the milestone can be used as a catalyst for a full or partial rebrand or an update to standard brand guidelines and messages to ensure new visuals appear in pitch decks, letterhead, event signage, digital templates and firm giveaways. Dechert, for instance, is marking its 150th year with a “refreshed brand identity” rolled out in June.

These signature years are also tailor-made for storytelling that builds pride internally and credibility externally. Firms often share historical highlights through social posts like “This Week in Firm History ”or spotlight founders, first women lawyers or attorneys of color, and the history of opening new offices. Newsletters and LinkedIn updates can feature profiles of past managing partners or firm leaders. Senior partners may be interviewed on video or in Q&As to share memories and favorite moments, while animated videos or monthly website pop-ups can bring the firm’s history to life in more dynamic and interactive ways. Recognizing diversity milestones such as the first diverse hires and leadership appointments can highlight progress. Long-standing community partnerships, firm innovations in technology or new practice areas are additional ways to differentiate the firm’s journey.

Many firms use these opportunities as a chance to help others by linking the observance to community service. Akin Gump Strauss Hauer & Feld, for example, marked its 75th year in 2020 with a “Year of Giving Back” that encouraged employees to donate and participate in acts of kindness. Other firms can follow this model by organizing a firmwide day of service, perhaps aligned with Martin Luther King Jr. Day, to show a commitment to lasting community impact. For Adams & Reese’s 70th year in 2021, the firm created a special logo but also tied its efforts to community service where each office identified an organization to support, including holding school supply drives and assisting with school lunch debts.

Showcasing a pro bono legacy—including total hours contributed, the communities served or significant victories—underscores the impact of the firm’s work. This is a great opportunity to adopt a specialized initiative, such as domestic abuse prevention, with activities like training attorneys to handle protection-from-abuse orders. Participation can be recognized with year-end awards and a unique, branded prize.

Internally, the observance of a milestone anniversary can be used in everyday firm life and used to boost employee morale. Sharing the celebration with non attorney staff is also important and can be incorporated into holiday giving or employee appreciation traditions. Historical posters or stand-up cards in break rooms, and trivia games at retreats or lunches keep the occasion top of mind. Lobby displays and memorabilia exhibits or showcases, redesigned pull-up banners, and portable firm timelines for use at recruiting events and conferences extend the impact across audiences.

Clients should also be part of the story. Many firms send tasteful thank-you gifts to top clients, ranging from branded keepsakes to curated books of firm history. Others host receptions or dinners with champagne toasts. A managing partner’s video message can serve as a personal outreach, crediting clients for helping the firm flourish.

These milestones are also an ideal moment to reconnect with alumni, who serve as brand ambassadors, referral sources, clients or even future rehires. Firms can share historical highlights and updates through special newsletters; send commemorative gifts; or invite alumni to CLE programs or webinars, networking events and panel discussions. Alumni feature stories on social media or newsletters, along with refreshed alumni portals or LinkedIn groups, help strengthen those ties.

Partner retreats may include kick-off videos, champagne toasts or surprise entertainment. Themed galas or receptions tied to history, music or décor create memorable moments. Firms such as Morgan Lewis & Bockius and Proskauer Rose have integrated heritage displays and art showcases into their anniversary programming.

Preserving the legacy of the year is another important step. Firms may develop coffee table books chronicling their history and values, curate photo archives, create digital offerings for recruitment and alumni engagement or produce highlight-reel videos documenting the activities. Seward & Kissel even buried a time capsule outside its New York office in 2015 to mark its 125th year.

In an era of mergers and firm combinations, these occasions also provide the opportunity to recognize the histories of legacy firms and successful integrations. Incorporating their stories into timelines and displays, featuring their leaders and cases or hosting joint alumni events honors the full heritage of the current organization.

Law firm anniversaries on their own are rarely newsworthy, especially in today’s crowded media environment. However, milestone years can become a platform for more compelling stories when paired with initiatives that have a broader impact. Special events, community service days, charitable donations, or pro bono commitments can attract attention in local markets. Local media may also be interested if the anniversary ties to tangible contributions such as firm growth, economic impact or sustained community engagement.

Milestone years are most effective as extended campaigns, not single-day events. Firms often build quarterly themes like “Our Legacy,” “Our People” and “Our Future,” supported by monthly content, behind-the-scenes posts and dedicated hashtags to sustain engagement. These occasions uniquely unite clients, alumni, attorneys and staff around shared pride in the past, commitment to values and excitement for the future. With creativity and intention, the celebration becomes more than a party; it positions the firm for its next milestone.

Beth Huffman, a vice president at Poston Communications, has more than 40 years of experience in communications, media and marketing. She has spent the last two decades helping major law firms, legal organizations and their global clients create strategic narratives that elevated their reputations and work.

Dave Poston is the CEO and general counsel of Poston Communications. He is an attorney who has worked as a legal business development, marketing and communications professional for the last 30 years.

Reprinted with permission from the October 16, 2025 edition of The Legal Intelligencer © 2025 ALM Media Properties, LLC. All rights reserved. Further duplication without permission is prohibited, contact 877-257-3382 or reprints@alm.com.