The Client
Sears Injury Law was established as a founder-driven personal injury law firm in Puyallup. In just five years, it grew into one of the foremost personal injury law firms, boasting three physical locations, a growing name, and a caring, down-to-earth reputation.
The Challenge
With success came the challenge of maintaining its personal feel, while managing rapid growth. The firm’s founder realized the need to relinquish some responsibilities due to the overwhelming demands of an expanding client base. In doing this, the founder wanted to make sure they could distill and replicate the “secret sauce” of the firm’s success across all its offices and areas of operation.
Early on, Sears Injury Law expanded to its second location in Seattle and named the location “Seattle Injury Law.” As the firm expanded, this decision led to the conundrum of developing and maintaining two separate, but overlapping brands.
The Solution
Anticipating future growth, we recognized the need for a robust, scalable brand foundation that could stand independently of its founder and serve well for each firm, but remain part of a larger family
First, we had to distill the “secret sauce” for our client. Our approach involved identifying and refining key elements crucial to resonating with potential clients and partners. This was done through research with both the firm, their partners and clients. We crafted an updated visual identity and brand voice which reflected these key elements, ensuring both locations maintained a distinct but unified front to the clientele.
This delicate balance allows Sears Injury Law to evolve seamlessly, overcoming the challenge of managing dual brands and reinforcing its strong reputation across multiple locations.
SERVICES PERFORMED
Growth Planning
- Discovery
- Competitive analysis
- Buyer analysis
Brand Foundation
- Positioning
- Brand voice (messaging)
- Logo design
- Brand guidelines
- Brand rollout
Brand Awareness
- Collateral design
- Video production
The redesigned logos blend symbolism from the legal field with representation of the collaborative partnership between Sears and Seattle Injury Law and their clients.
The color palette, thoughtfully chosen to reflect professionalism, encompasses three main elements:
- Classic suit-blue: a nod to the traditional lawyer's uniform
- A versatile black for the wordmark: providing a timeless and sophisticated appearance
- Luxury-inspired accent colors: Sears green represents reliability, growth, and dedication; Seattle Gold introduces an element of prestige, symbolizing the quality and excellence associated with their services
Research and insights overwhelmingly showed that this firm’s biggest differentiator is their unparalleled dedication to customer care. Terms repeated were “care” “listening” “caring” and “professional”.
Secondly, research showed that they primarily work with car accident cases, and had staffing and experience that set them apart in this discipline. The client wanted to build a brand that was recognized as the best choice. Narrowing their positioning was crucial to strengthening their reputation.
These insights became the cornerstone of Sears Injury Law’s new positioning, shaping the brand’s trajectory for the upcoming phase of growth:
Sears Injury Law specializes in winning car accident cases for people whose lives have been disrupted by injury. We’re your personal advocates in recovering your life, your health, and your wealth.
From this positioning, we crafted a succinct tagline encapsulating the commitment that Sears brings to the table each day:
Collateral was thoughtfully developed for both Sears Injury Law and its Seattle counterpart. These materials harmonize the new voice and visuals, providing a cohesive brand experience and allow both brands to share marketing materials.
Executing a seamless brand launch across multiple locations demanded uniformity and clarity. To ensure everyone involved was on the same page, we meticulously crafted a comprehensive brand guide, serving as a reference for all communications and maintaining consistent alignment across the entire Sears Injury Law family.