Paletz Law: Rebranding for a Niche Market

PROBLEM

The challenge for Matthew Paletz and his leadership team was to rebrand a second-generation law firm for a niche market in landlord-tenant law.

Landlord-tenant law is often a neglected aspect of law by most firms, and many provide this area of law as just another service. Further, the few firms that provide landlord-tenant law are small, understaffed, and do not invest in technology that brings the assistance that today’s landlords desire. 

CEO Matthew Paletz has the vision to elevate the perception of landlord-tenant law with outstanding professionalism and innovative technology. The brand needed to present a professional and commanding presence.

The Paletz Law rebranding had to solve

• Name Exploration: There were questions about what direction the firm should take with the decision on whether to rename the firm.
• Brand Identity: As the firm was making this shift, it was critical to clarify the Mission, Vision, Core Values, and Purpose. With the firm’s new leadership wanted to have a clear definition of the intangible pieces of the brand.
• Iconic Logo Design and Brand Identity Style Guide: Exploring logo options that would create a unique face for the firm and symbolize the strong protection Paletz Law would bring to its clients.
• Communication Style: Developing a comprehensive system for internal and public communication.

In the legal advocacy landscape, establishing a compelling brand identity is essential to stand out amidst fierce competition.

SOLUTION

Identity Creative engaged the Paletz Law leadership team in an insightful and energizing process to discover and create the unique Paletz Law Brand

• Brand Blueprint: Craft the brand strategy and language to present the new focus and codify the Mission, Vision, Core Values, Purpose Statement, and Brand Promise for the firm.
• The Name: It was determined that there was brand equity in the Paletz name, so Paletz Law Firm, PC was shortened to Paletz Law.
• Create a BrandScript: messaging for the website, marketing tools, and sales collateral
• Brand Identity System: Brand standards and aligned design in all corporate stationery, marketing, and sales collateral
• Prepare Paletz Law’s rebranding launch, coordinate with online web & social 
• Marketing pieces to introduce the rebranded firm

To celebrate their refined vision, the Paletz Law leadership team worked with Identity Creative for a new name, logo, and brand strategy that reflects their renewed focus. The business decision to focus their services on landlord-tenant law and make the tough decision to refer to all other practice areas is a market-savvy move by Paletz Law.

The Brand Strategy: 

Recognizing this gap in the market, the Paletz Law team has worked to align best practices with exceptional legal skills, delivering an outstanding service to landlords. They have invested in technology to develope an application that streamlines the legal process for property owners and allows them to access their information with ease. 

The Paletz Law Brand Blueprint
Transforming a Vision into a Distinctive Brand Identity and Brand Message

Brand identity and messaging workshops are a collaborative journey to unearth the essence of the brand and translate it into words that will support healthy company culture, attract talent, and resonate with their ideal client. Identity Creative guided the Paletz Law leadership team from brand identity ambiguity to impactful clarity.

Teasing out a unique and relevant brand identity requires strategic steps and creative insights. The tangible outcome is a Brand Blueprint that defines the brand and propels the business forward with purpose and impact.

From a blank canvas to a vibrant tapestry of meaning, vision met execution to shape a dynamic brand identity for Paletz Law.

The Logo: The graphic “P” symbol in their new logo represents a building with a moon behind it, symbolizing the Paletz Law team vigilantly watching over the legal interests of their clients’ assets.

Paletz Law Horizontal Logo signature with descriptor and slogan

Rebranding Launch:

WINNING REBRANDING OUTCOMES

The Paletz Law leadership team envisions being the recognized leader in the niche market of Landlord-Tenant Law. They’ve built a brand foundation with substance and launched it with a creative, impactful look and message.

Paletz Law Firm had a bold market launch to introduce their new brand in their market niche. Every detail was coordinated and aligned to create a confident, commanding, professional brand image.

Swift Growth
Within one year after their rebranding, the firm was outgrowing its space and moved to quadruple its office space in a stunning build-out in the Penta Centre in Troy, Michigan. Their focus has created momentum and the firm has built a deep bench of experienced attorneys for the ultimate advocacy in the niche market of landlord-tenant law. 

Building Brand Awareness
Matthew Paletz quickly became a sought-out expert in landlord-tenant law for media outlets, including Crain’s Detroit Business, Forbes, Fox 2 Detroit, WXYZ Detroit, WJR News Talk, WWJ NewsRadio, Local 4 ClickOn Detroit, The Detroit News, and more.

As subject matter experts, Paletz Law offers landlords free content and resources to stay up to date on matters that concern them. This continual flow of fresh and relevant content is published on the Paletz Law site, an eNewsletter, and on their social pages.

Paletz Law is helping property owners by providing aggressive legal advocacy and innovative technology. Paletz Law clients can efficiently and proactively serve their tenants while protecting and growing their investment property. Through landlord advocacy, Paletz Law is working to build stronger communities.