20 years ago, The COPi Companies were established to handle document reproduction for large law firms. But their technology-driven business had changed, and their role in their customers' offices had 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.

Their award-winning website contains special-effects videos where their staff works in color and motion n the background while the law firms conduct 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 they work in the background, their visibility is often through their document boxes. So we chose make these very special. They serve as a form of advertising and are well worth investing in.

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.