Williams Mullen Rebrands with ASL

In 2012, Williams Mullen, a 250+ attorney law firm headquartered in Richmond, Virginia, 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.

Tips for Thermography Designs

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

Paper Selection ~ The high heat used with thermography can affect paper stock and has a tendency to dry out those with cotton-fiber content and lighter weight.  While this must be taken into consideration, ASL provides a wide range of paper choices to bring you an ideal finished product.

Ink Colors And Types ~ With thermography, you can choose from an array of Pantone Matching System (PMS) colors to give your piece a distinctive look using a one or two-color process.  however, as thermography applies transparent inks at high temperatures, the color will appear one shade darker than shown in the PMS book.  To achieve the ink color you want, it is suggested that you choose the next lighter PMS color than the color desired.  You can refer to the coated side of the PMS book to get a better idea of what your color will look like after thermography.

Also note that metallic inks do not work well with thermography as they tend to lose both luster and shine.  As always, your ASL representative will work closely with you to minimize any impact regarding ink colors or types.

Typestyles/Fonts ~ In order to achieve the desired raised effect on stationery and other materials, it is also advised that you use a font style that is more conducive to thermography.  This process requires fonts with a surface area that can hold ample ink and powder.  Larger fonts offer a better “raise” because of the amount of ink being used.  COnversely, think fonts carry less ink, making the proper “raise” harder to achieve.

Images/Graphics ~ For the majority of logos, images and graphics, thermography gives you a polished look with cost-effective results.  However, there are times when your design elements may trigger a loss of detail with thermography that would not occur with alternative processes.

It is also recommended that you avoid using screens with thermography.  When the resin powder interacts with the ink and heat, it swells or raises the image, which in turn causes the screen to fill in.  ASL can help you work through these complex design issues to meet your particular needs.

Offset Printing Tips

With offset printing, your paper selection options are virtually unlimited, giving you the creative freedom to choose from any stock available.

You can choose your preferred ink color(s) using the Pantone Matching System (PMS) on uncoated and coated paper for accurate color matching.  Offset printing inks are transparent and opaque which can affect the appearance of your final piece, particularly with colored stock.  ASL representatives are adept at guiding you through these intricacies to produce a piece that meets your firm’s exact standards.

Popular or unique, we have thousands of typestyles to choose from.  See https://www.aslegal.com/typefaces.asp?ID=stationery&Fam=01&mnid=2 for a small selection.  With offset printing there are no particular typestyle guidelines or restrictions and your font is printed at a resolution of 1200 dpi for a high-quality effect.

Offset printing reproduces images and graphics with accuracy to give your stationery and other materials a look of clear professionalism.

ASL can help you from design to implementation.  We use direct-to-plate technology to create enhanced quality, be more environmentally friendly and lower production costs and lead times.

The Colorful Versatility of Offset Printing

Offset printing, or lithography, is the most widely available way to create a lasting impression on paper.  Combining professional appal with competitive pricing, this process gives your firm’s letterhead, logo and other images a look that is flush with the page.  And while it may not have the same tactile finesse as engraving, offset printing does deliver quality results with flexible and cost-effective production.

As the first step in traditional offset printing, a high-resolution image is used to make the printing plate for your project.  This plate is attached to a cylinder and kept moist so that ink only adheres to the image portions.  During the print run, ink from the plate is transferred or “offset” to a blanket cylinder, which then transfers the ink onto the paper, effectively printing your piece.

From the complexities of four-color processing to simple one-color production, ASL can handle your offset printing with the care and expertise you’d expect from a business with over seven decades of experience.