Shulman, Rogers, Gandal, Pordy & Ecker, P.A., is one of the largest, most respected law firms in the Washington Metropolitan Area. The firm prides itself on offering all the expertise of the big (and more costly) downtown DC law firms, but with the personalized attention and strong commitment to the local community more typical of a small-town firm. Realizing that their impending move into a new headquarters was an ideal opportunity to refresh their brand, Shulman Rogers contacted us.
Our first order of business was to conduct an extensive series of interviews with Shulman Rogers personnel—from senior partners to administrative staff—as well as clients, partners, and community members. With this knowledge, we created a two-tiered logo that gave prominence to “Shulman Rogers” (as the firm was universally known) and persuaded the client to let those two names alone appear on its exterior signage—a delicate issue, as might be imagined. This was part of our larger strategy of giving the brand a more personal look and feel, in keeping with its reputation.
We also created a capabilities brochure featuring large photos of professionals in the workplace, as well as carefully crafted quotes summarizing client sentiments about the firm. And everything was tied together with charcoal grey and pinstripes. In addition to the new logo and brochure, HZ created a full suite of stationery, including invoices and other forms, separate department brochures, print ads, an email template, and a website. And we didn’t forget to include a moving announcement that incorporated a USB drive with the new contact information for the firm’s nearly 100 attorneys.
