Casner and Edwards Rebrand

In 2013, Casner & Edwards, a 39-attorney law firm based in Boston, Massachusetts, began a project to “rebrand” the firm by creating a new logo design, website, and suite of stationery and other printed items to convey the new brand.CE-All-Material

The firm’s previous brand image had been developed and introduced quite a few years earlier, and the leadership team believed it was time to give it a bit of a facelift. The debut of the new brand would also coincide with the firm’s 40th anniversary.

In the summer of 2013, when the firm’s management team decided to undertake the rebranding project, they immediately informed Tim Hatcher, the firm’s ALL-STATE LEGAL sales representative, about the project, including its objective and parameters. In its initial concept, the rebrand was to include the website and stationery items – letterhead, envelopes, and business cards.

As the project moved into the design phase, Tim worked closely with the management team to review the various designs and provide input on the potential print processes that could be employed to convey the new brand most
effectively. He also provided consultative advice as to potential production pitfalls posed by each design. Once Casner & Edwards selected its final design, Tim suggested an additional enhancement to the letterhead: a custom watermark. He presented information regarding ALL-STATE LEGAL’s CounsellorMark® water-marked paper, including the process, the expected results, and the cost. After listening to Tim’s presentation, the firm opted to incorporate the watermark as an additional design element on its new letterhead.

After the design was finalized, Casner & Edwards decided to expand the scope of the project, and include a host of additional items that would be imprinted with the new logo. Based on his experience with helping many other law firms through rebranding projects, Tim provided ideas and costs for items to imprint and distribute. Ultimately, the firm opted to order several branded items, including
coffee mugs, water glasses, coasters, and tote bags.

As the firm’s new website began to take shape and a final rollout timeline was being established, ALL-STATE LEGAL began producing the new stationery items. We completed all of the work within a month, well ahead of
the rollout schedule, and stored all of the materials at our facility until the firm was ready to begin the rollout.

All of the new stationery and printed items, including the promotional items, imprinted with the Casner & Edwards’ new brand were rolled out to firm members and clients in early February of 2014, which coincided almost to the
day with the firm’s 40th anniversary.

IN THEIR WORDS
“I have been an ALL-STATE LEGAL client since the early 1980s. Casner & Edwards did some business with ALL-STATE LEGAL prior to my arrival, but when I got here I immediately expanded the relationship to include all of our stationery and other printed items.

“ALL-STATE LEGAL is a class act and they know exactly what they are doing. I have had a very long and satisfying relationship with them.

“What started out as simply an image facelift quickly turned into a massive rebrand project, with every single piece of logoed material getting updated. We have rebranded the firm several times in the past, but the one thing I did differently this time was to include Tim in the process right from the beginning. During the design phase he outlined the production issues that we faced with the design and offered as much input and advice as we needed. He did a great job of orchestrating all of the customization as well as the ultimate rollout of all the items. Tim really served as a consultant through the entire process – from the design phase straight through to production and rollout. If we ever rebrand again, I
would do it exactly the same way, and I would ask Tim and ALL-STATE LEGAL to be involved right from the outset of the project.

“I always have, and always will, recommend ALL-STATE LEGAL other law firms.”
Paul Masuret, Executive Director

Contact Tim or any of our Account Managers…aslegal.me/dir/allstatelegal

Williams Mullen Rebrands with ASL

In 2012, Williams Mullen, a 250+ attorney law firm headquartered in Richmond, WilliamsMullenVirginia, initiated a project to “rebrand” the firm which included creating a new logo design and tagline and introducing a new suite of stationery and other printed items.

The previous logo and tagline had been developed and introduced quite a few years earlier and no longer resonated with clients. The firm adopted a tagline to clearly reflect what its clients – both internal and external – believe is its core value and what differentiates it from other law firms.

About a year prior to the actual rollout of the new brand and tagline, the firm kicked off the project by enlisting the services of a design agency. The first steps in the project were to conduct a series of interviews with attorneys and other employees at the firm, as well as a number of clients, and then develop several different options for the new logo and tagline.

When the design and tagline were finalized, the firm brought ALL-STATE LEGAL into the project. As the firm’s exclusive stationery provider for many years, we understood the firm’s goals and produced numerous press proofs of the different stationery items for the firm to review and approve. Once the final designs were approved, we printed all of the items for the initial rollout and delivered them to the firm in accordance with the project plan specifications – on time and within budget.

Following the initial rollout, Doug Gardner, the ALL-STATE LEGAL Sales Representative responsible for the Williams Mullen account, continued to meet with his Marketing and Purchasing contacts at the firm to fine tune the ordering and distribution process and to provide advice on additional tweaks to the design that might enhance specific elements of the stationery suite. At the same time, the firm was continuing to collect feedback from firm members on potential adjustments and refinements to the new design.

Based on the feedback collected, the project team made refinements to the design. We then produced press proofs so that the project team could validate the adjustments to the design, which included sizing and placement of various elements. In addition to producing the press proofs, our internal typesetting and design team made several key recommendations regarding typesetting and layout that ultimately were adopted by the firm.

Rather than destroy the old letterhead we had in storage at our facility for the firm to release as needed, we were able to re-purpose the obsolete letterhead by cutting it down and binding it into memo pads – resulting in significant cost savings for the firm.

in their words
“I needed Doug’s guidance on how to incorporate our vision of things – for example the size and position of the logo on the envelopes. It was really helpful to get his input and expertise on mail standards and what other firms were doing.

“ALL-STATE LEGAL had at least 5 people working directly on our project. The team was a great help – always there when I needed them with quick replies to emails and quick answers to my questions.

“I would be very comfortable referring ALL-STATE LEGAL to another
firm that is going through a rebrand project.”
Brian Tomlinson, Purchasing Manager

“When I was first introduced to ALL-STATE LEGAL, Doug showed me a lot of samples of what other law firms were doing with stationery – from the traditional and conservative to the modern and progressive. He is always coming to us with new ideas.

“As the new brand evolved and we went through different iterations of our printed materials, ALL-STATE LEGAL was able to process orders and produce new materials very quickly.

“We need to have a print partner that is flexible and able to adapt with us, and ALL-STATE LEGAL has consistently done that.”
Tyler Harris, Marketing Manager

Planning a merger, rebrand, office move or just want to experience the ASL difference.  Call your ASL account manager today at 800.222.0510.

The Sterne Kessler Vizibility QR Code Integration

In 2010, Sterne, Kessler, Goldstein & Fox initiated a multi-phased project to refresh the look of its printed materials.  The initial phase of the project involved redesigning and reproducing the firm’s engraved letterhead.  The second phase was focused largely on redesigning the firm’s business cards.

The firm initially wanted to print personalized QR codes on the back of each business card that would link to a v-card (one dimensional contact information).  After being introduced to Vizibility, Sterne, Kessler, Goldstein & Fox opted to incorporate the more robust QR code solution – the Vizibility Mobile Business Card solution.

the why: The firm’s objective was freshening its image to keep pace with its sophisticated high tech intellectual property practice.  Adding QR codes with links to the Vizibility Mobile Business Card technology was a natural fit.  QR codes represent cutting edge technology which serves to bolster the firm’s image among the most technologically advanced and sophisticated firms in the legal marketplace.

the how: Sterne, Kessler, Goldstein & Fox and their ALL-STATE LEGAL Sales Representative, Grant Tschudy, worked together to produce and roll out an entirely new stationery suite.  When it came time to work on the second phase, the firm’s business cards, Grant and Tammy discussed that while her committee was divided about the concept of using QR codes on business cards, several partners independently approached the marketing team and inquired about QR codes after seeing them on other business cards and marketing materials.  This prompted additional research and discussion.

When the Vizibility Mobile Business Card technology was introduced, Sterne, Kessler, Goldstein & Fox’s marketing team immediately recognized the value of the Vizibility Code and the fit with their image and culture.    Their only concern was whether or not the work necessary to create the Vizibility mobile business card was in any way redundant to their ongoing efforts to build a mobile-ready website.  We were able to show the firm that the mobile business card solution was not in conflict with, but rather complemented, its efforts to build a mobile website.

the outcome:  Within a few days, Sterne, Kessler, Goldstein & Fox elected to purchase the Vizibility solution, and to add a Vizibility QR code to the back of its redesigned business cards.  ALL-STATE LEGAL seamlessly coordinated the exchange of information necessary to produce both the Vizibility mobile business card and the engraved and printed business cards.

We did this by creating a single spreadsheet designed to capture all necessary employee data in one concentrated effort.   We then integrated all of this  nformation into both the Vizibility platform and our online ordering platform so that the firm would have the ability to view complete business card templates, with Vizibility QR codes, and begin placing reorders online almost immediately following the rollout of the new printed business cards.

Ultimately, ALL-STATE LEGAL successfully completed the project – data collection, QR code production, seamless integration with Vizibility to create the mobile business cards, production of the engraved and printed business cards, construction of the online ordering platform, and delivery to the off-site meeting and the firm’s office location – within budget, on time, and to the firm’s complete satisfaction.

in their words:

“I couldn’t see a downside to adopting QR codes, especially for a firm like ours.  As an intellectual property firm, we understand and embrace technology and we want to be seen as tech forward.  Vizibility provides us with a perfect opportunity to do just that at a reasonable cost.

The most challenging and time-consuming part of the project was coming to an agreement within the firm about how the business cards should look.  Once we decided on a design, the implementation of the QR codes and the printing of the business cards was the easy part.  Everything went smoothly.  ALL-STATE LEGAL did the heavy lifting by importing all of the information that was needed to print the business cards and create the Vizibility mobile business cards, which allowed me to focus on the ‘surprise’ rollout to our partnership.

You have to find people you can trust because you can’t be in control of every detail yourself.  Grant understands what’s going on at our firm, and he knows what we need.  I invited him to join me at the rollout of the new business cards to the partnership because I wanted to demonstrate that he and ALL-STATE LEGAL are important business partners for the firm.”

Want to see a sample of the Sterne Kessler QR Code? Visit www.aslegal.com/SterneKessler or to see a live sample, send your request to email@aslegal.com.

HunterMaclean Turns to ASL to Deliver Unique Product

HunterMaclean FedEx(r) Style Envelope

In 2008, HunterMaclean, a mid-size VA law firm, undertook a major project to develop and introduce a new firm identity and brand. After investing in developing their new brand, HunterMaclean challenged its design agency to find as many vehicles as possible in which to display it. The designer developed a suite of standard stationery items as well as several unique items, the most prominent of which was the firm-branded FedEx style envelope.

HunterMaclean included ASL in the design phase of the project to consult on the manufacturing process. We were able to make suggestions regarding manufacturing capabilities, identify potential pitfalls due to design and specifications and provide guidance on production costs throughout the project. The firm ordered a full suite of products, including the firm-branded FedEx style envelope for their official roll out. We produced all of the items and are proud to continue to serve as the firm’s primary print provider today.

The FedEx style envelope is a letter-sized mailing envelope with a square self-adhesive (peel and seal) flap along its length. The envelope is constructed with gloss finished heavy card stock and branded with their corporate colors and logos. It was designed to function similarly to the packaging typically provided by national shipping services.

Want to see a sample of the FedEx® Style Envelope? Visit www.aslegal.com/HunterMaclean.

Additional Services Provided:

HunterMaclean definitely sees the benefit in the ASL single source advantage.  They turn to us for all their stationery and branded materials.

Stationery
Letterhead – Engraved
Business Cards – Engraved & Printed
#10 Envelopes – Engraved
Monarch Letterhead – Envelopes & Personalized
#10 White Wove Window Envelopes – Printed
Mailing Labels – Printed
Mailing Envelopes – Printed

 

Marketing Materials
Printed Note Cards & Envelopes
Printed Memo Pads
Printed CD Labels
FedEx® Style Carrier Envelopes w/pouch
LetterMark – Branded & Personalized Email Templates
 

Other

Personalized Legal Pads
Custom Imprinted Fibre-Guard Expandable Files
Personalized Litigation Bags
Promotional Products

The Benefits of Engraving – Proven by Studies

Recently, one of our customers, Amy Smith, Marketing Director at Thompson McMullan, shared her thoughts with us on her firm’s decision to use engraved letterhead…

Law firms have certainly changed over the past couple decades and while many have gone to printing their own letterhead, the four firms I have worked with have remained true to the high-end engraved letterhead. My attorneys appreciate the quality and elegance the letterhead portrays…When your stationery sets the tone, it is easy for clients to feel assured that their attorneys are top notch.

Do you want to learn more about engraving and the impact it can have on your image? Read on…
 
Introduction to Engraving
Engraving brings unparalleled elegance and dimension to everything it touches. Universally regarded as the finest way to set ink on paper, engraving lends a look of prestige to any design. Engraving combines tactile interest with rich opaque colors, and can reproduce fine lines and solids with stunning clarity and consistency.  While engraving may add some time and cost, the results will distinguish your printed materials and your brand with classic quality.  
 
Benefits of Engraving
Although engraving has been used for hundreds of years, the process used today blends traditional craftsmanship with state-of-the-art technology to produce optimal quality. The inherent benefits of engraving include:

  • Stay true design – Ability to reproduce fine lines and solids with stunning clarity and consistency ensures that printed images are true to the designer’s intentions.
  • Stay true color – Keeps a uniform PMS color throughout any project.
  • Flexibility – Allows for the placement of light color inks over dark backgrounds to create tactile textures and images. Burnished metallic inks can also be used to add dimension to any design.
  • Compatibility with desktop printers – Engraving inks are environmentally friendly water-based compounds that do not “break down,” melt or smear when subjected to the very high temperatures of modern desktop printers.
  • Environmentally friendliness – Engraving inks are ideally suited for recycling.
  • Built-in security – Creates a superior barrier against unauthorized alterations because no scanner or color copier can duplicate the tactile features of raised ink.

These benefits are why engraving remains the universal choice for currency and negotiable instruments, as well as an excellent vehicle for global businesses to employ in combating counterfeit products, packaging, and marketing.
 
Engraving in the Marketplace – Research Findings
Over the past decade, many studies have been conducted to determine who is most likely to use engraving and why.  The three studies that are considered most important are:  The Yankelovich Study, Market Street Research, and The Altman Weil Study. All three are summarized below.
 
The Yankelovich Study
The Yankelovich study surveyed business executives about their attitudes and perceptions of corporate identity materials based on the assumption that one of the most critical issues facing any organization is the ability to successfully create a distinctive and successful image in the minds of current customers, potential customers, trade audiences, investors and suppliers.  

 
The main findings:

  • Nearly 4 out of 5 business executives chose engraving as the best option for their companies.
  • According to business executives, engraved brand image tools would:
    o    Make them proudest to present them to a client or potential customer
    o    Impress them most if received from someone else
    o    Communicate clearly that a company is prestigious
  • Engraving received the highest ratings of all production techniques in providing the attributes most important to business executives.

Market Street Research
The Market Street Research study surveyed organizations about their attitudes about engraving and the reasons why they choose to use it.
 
Findings included:

  • 70% believe image is critical and that engraving provides a professional, sophisticated and high quality “look” that will impress clients and increase their business, all for a minimal increase in cost.
  • 85% believe that engraved stationery provides companies with an established and professional image.  Many stated that engraving makes them appear as though they have been in business longer.
  • 92% said engraving produces a more distinctive look.
  • 72% understand that engraving allows them to produce more colorful and complex logos.

Altman Weil Study
This survey was conducted among in-house Corporate Counsel, who are directly responsible for hiring independent law firms nationwide and examines responses of potential law firm clients to different types of identity materials.
 
More than half of the respondents said that engraving best conveyed the most important attributes of a law firm’s corporate identity, and provides a positive first impression that is easy to read and conveys a professional, quality image that communicates that the law firm is successful.  Most respondents said that engraved stationery instilled greater confidence in a law firm than materials produced by other methods.
 
According to the law firm clients, providing a positive first impression, being easy to read at a glance, communicating a quality image and conveying a high degree of professionalism are the most important attributes of law firm stationery. Engraving outscored every other production method tested in each of these categories.
 
Next Step
If you’re considering updating your firm’s stationery, call your ASL account manager today at 800.222.0510.
 
We offer a full range of processes, papers and expertise to help you identify and purchase the products that will best fit with your firm’s needs. 
 
Take a moment to visit our gallery at www.aslegal.com/gallery to view some of your peers’ identity systems.      

The Distinct Touch of Thermography

Thermography, or raised printing, is an attractive alternative that provides image-enhancing impact at an economical price.  This process was developed to simulate the look of engraving.  Richer than standard printing, yet lacking the distinctive crispness of engraving, thermography allows your firm to project a level of sophistication that matches your budget.

With thermography, your piece is printed on an offset press using a slow drying ink.  While the ink is still wet, it is lightly dusted with resin powder, vacuumed and then exposed to high heat (1200 degrees Fahrenheit) which melts and fuses the powder with the ink to produce a raised surface.

ASL combines a state-of-the-art thermographic process with the skill and finesse to produce the finest quality, laser-safe raised printing results for your firm’s communications.

Engraving Tips

Each production process has its own benefits.  Engraving is no different.  Below are a few elements to keep in mind.

Paper Selection ~ With engraving, you can choose from virtually any paper type for high-quality results.  Cotton fiber papers with high tensile strength work particularly well.  Coated papers should be tested first for suitability.  Prior to final production, heavily raised-grain stock may need to be bumped out, altering the finish in the impression area and creating a more suitable surface for quality engraving.  This additional process can entail added time and cost to the project.

Ink Colors And Types ~ Engraving gives you an unlimited palette of colors – including metallics - along with a choice of dull or glossy finishes.  You can choose your preferred ink color(s) using the Pantone Matching System (PMS).  Remember, there are no limitations to the number of colors chosen to be used on one piece, but each color will be an additional pas through the press, adding time and cost.

The inks used in the engraving process provide unparalleled brilliance and opacity.  Screens can be used to achieve uniform appearance with larger image areas.  Remember, engraving inks used at ASL are water-based and therefore the most environmentally friendly inks in the industry.

Typestyles/Fonts ~ The engraving process brings a crisp refinement to virtually any typestyle or font from the thousands available.  There are no restrictions.

Images/Graphics ~ Engraving offers a dimensional look and feel tat aptly captures and reflects your firm’s visual identity for years to come. From stationery to business cards, only engraving can present your images, logos and other graphics with the precise clarity of 2400+ dpi (dot per inch).

The stock type, size and depth of lettering or logos, intricacy of design and typestyle choice can all influence the steps required to produce the highest quality engraved image.  Be sure to involve both your engraver and your designer as early in process to avoid any delay in the production of your items.