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20 years ago, The COPi Companies were established to handle document reproduction for large law firms. But their technology-driven business has changed, and their role in their customers' offices has expanded. They now provide staffing and a full range of "in-sourced", digital, and outsourced support services. They needed a new name and a new identity that would reflect the true nature of their business.
We conducted interviews with their customers and employees, and facilitated an offsite workshop with their executive team to define the attributes of their brand: what they stood for, where they wanted to go. Then we combined "Legal" and "Logistics" to create a new name: Legistics.
We developed a launch gift to introduce the new name to their customers, along with a system of colorful, highly visible communication materials, new uniforms and vehicle graphics. But we are also helping them create a new culture, introducing custom-designed Challenge Coins, and a themed, year-long promotion around collaboration. Legistics sponsors an IMSA race car as a symbol of a well-run machine supported by a collaborative team that can move very, very quickly.
Their award-winning website contains special-effects videos where their staff works in color and motion in the background while a law firm conducts business in black & white stills in the foreground. And their static staff photos are actually videos that "come to life" and give you their attention when you mouse over them.
Because Legistics works in the background, their visibility is often via their document boxes. So we chose to make these very special. They serve as a form of advertising and are well worth the investment.
All this is helping to raise Legistics' visibility in their industry and give their sales staff the tools they need to expand their customer base. Reaction has been overwhelmingly positive and the change is evident as the company's new brand is enthusiastically phased into use.