Collins Cockrel & Cole, a Denver area law firm had recently celebrated their 40th year in business and approached Relish to help them with a brand refresh, website design and development, and the pitfalls therein. The firm wanted to focus their efforts on positioning their firm as a modern, forward thinking leader in their space to ensure that they would attract and retain top clients and talent.
Because of the firm’s established brand and 40-year history, there was trepidation that the brand refresh and update would be unnecessary and, with a majority of their clients being long term retainers or referrals, some stakeholders were concerned that modernization of their web presence could be a distraction.One of their biggest fears was a brand update could potentially disrupt their current successes and change the brand too much to where their business would not be seen in the same leadership role within their peer community. However, they also recognized that their outdated aesthetic could be a deterrent for future expansion of the organization particularly in terms of recruitment of younger lawyers.
To build stakeholder trust, during the exploration and discovery phases of the project, Relish studio was sensitive to capitalizing on the firm’s rich history and using that information to build the brand foundation. From there, we developed a full profile for their marketplace, target audience, and internal style demands. Relish then created new brand elements (logos, guidelines, email signatures, collateral, signage, etc.) and a custom, responsive website which we deployed on a new, user-friendly CMS. We also designed and developed print ad materials for use in industry publications and delivered all of these materials prior to an industry trade show during which CCC was able to present these new materials to their target audience. The new update was appealing and attracted a much younger demographic which will greatly help with future hiring endeavors.
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