CRIVELLO CARLSON, S.C. REBRANDING

Situation:

Law firm Crivello Carlson & Mentkowski, S.C. wanted to position itself as a firm with national expertise while highlighting its value of excellence, consistency and integrity in obtaining favorable outcomes in corporate liability cases. The firm also wanted to be on the leading edge of national trends by shortening the firm’s name, as well as announce the opening of the firm’s new Houston office and newly-named shareholders.

Execution:

Staples Marketing worked with the firm administrator and a team of attorney shareholders to update the Crivello Carlson brand while maintaining the firm’s brand equity. Staples’ strategy included a competitive analysis, identity exploration and positioning platform, creation of brand standards and guidelines. The standards were then applied to the creation of an identity system, marketing collateral, newsletter, photo/image library and a new, search-engine optimized Web site with a customized content management system. Staples also assisted Crivello Carlson in announcing the new name, look and direction of the firm, the Houston office and new shareholders to all stakeholders and clients in conjunction with the firm’s annual meeting.

Result:

Staples Marketing was successfully able to complete all deliverables for Crivello Carlson, S.C. within just three months and in time for the annual meeting. The firm has received positive feedback from clients and potential clients, and within a year of the newly-launched brand opened offices in Chicago and Madison County, Illinois.