When we first met with LienCounsel the meeting was to talk about their interest in redesigning their website. As we talked about their objectives as a business we began to see that their goals included things like near-future franchising, and the spread of their online lien notice filing and tracking system across the country. Not terribly unambitious aspirations. More than a redesign of their website, LienCounsel needed a brand position and brand identity that could get them to their goals.
We began with research into their objectives, strengths, and operations; their markets' interests, needs, and behaviors; and positions, perceptions, and market share of their competition. From this research was born a brand positioning strategy that set them up as the authority in lien law and lien communication. Not only would they know the law better than anyone else, something LienCounsel's president already did, but they would be the resource to communicate the law to contractors and suppliers who did not speak "lawyer".
Once the strategy was articulated we designed the new logo to reflect the positioning. A brand language was developed that was both familiar and relevant to the audience. We helped them redesign their website and the information architecture and content for the site as well. Other work has included advertising and promotional materials as well as presentation media.