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CASE STUDY: Paletz Law - Rebranding for a Niche Market

Paletz Law: Rebranding for a Niche Market

CHALLENGE

This second-generation law firm needed to rebrand 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 rebranding had to solve

  • Name: There were questions about what direction the firm should take with the decision on whether to rename
  • Brand Identity: Mission, Vision, Core Values, and Purpose. With the firm’s new leadership, these intangible pieces of the brand needed to be clarified
  • Logo and Style
  • The firm would need a comprehensive system for internal and legal communication.

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 (PaletzTrack), streamlined processes, and have a deep bench of experienced attorneys for the ultimate advocacy in the niche market of Landlord-Tenant law. 

paletztrack

Brand Blueprint

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 Logo

Paletz Law Horizontal Logo signature with descriptor and slogan

Rebranding Launch:

Paletz Law Rebranding reveal

REBRANING OUTCOMES

The Paletz Law leadership team has the vision to be 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.

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. 

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, part of the Paletz Law offers free content and resources to landlords to stay up to date on matters that concern them. The continual flow of fresh and relevant content is published on the Paletz Law site, an eNewsletter, and posts to 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.

Our law firm had just gone through a lengthy family succession of ownership negotiation. Once completed, we did a major transition of practice areas. It was therefore vital that we get the message of our new direction out not only to our existing clients but to prospective ones as well.

We enlisted the help of Identity Creative, and it was the best decision we could have made. They took us through the process of establishing a brand identity that matched our core values and corporate mission.

In all phases, from creating a logo to celebrating our re-launch, Bill and Linda were with us every step of the way and have been an absolute pleasure to work with.

We continue to rely on them heavily for their guidance and partner with them regularly for creative marketing and branding projects.

Matthew I. Paletz

CEO, Paletz Law