Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
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Brand Research, Strategy, Naming, Architecture, Content and Design Results in an Epiq Launch, Beginning at Legal Week 2018

By Joe Walsh
February 13, 2018
Brand Research, Strategy, Naming, Architecture, Content and Design Results in an  Epiq Launch, Beginning at Legal Week 2018

Two of the biggest competing names in technology-enabled, “outsourced” professional services for the legal sector, DTI and Epiq Systems, merged in 2016, and have rebranded as Epiq. You can quickly scan through the examples of the new below.

When we were engaged to help, neither brand nor their merger was well understood, and each was going to market with their legacy brands. For years, the two market leaders had successfully streamlined the complex, costly, and time-consuming administration of litigation, investigations, financial transactions, regulatory compliance, and other business operations. Together, they bring added efficiencies and other improvements to these vital, complex tasks for corporate legal departments and law firms.

To shape this message and communicate it broadly in legal markets around the world, Greenfield Belser/Finn Partners:

  • conducted market research that informed the choice of a new brand name,
  • honed brand messages based on client and prospect inputs,
  • designed/wrote nearly everything from the ground up, and
  • created a new identity for the combined entity.

What’s in the name?

Long story short, Epiq was chosen because of its slightly more positive equity and the market’s strong affinity with the meaning of the word. As one large legacy, DTI client said, “Epiq is a great word.”

You can look it up. Epiq (sic) notes or pertains to a story, usually centered upon heroes, in which a series of great achievements or events is narrated; these are impressively great, large-scale things—like seamlessly managing the largest bankruptcy in the world or notifying 850,000+ individuals of a data breach in a week.

The brand promise builds from this definition and centers on the notion of Epiq performance — delivered by Epiq people, in partnership with their high achieving legal sector clients.   Or “People, Partnership. Performance,” as synthesized in a new tagline.

Speaking of large-scale, all communications are new and transformed and were completed in a record four months. Yes, that’s right, four months. This includes the logo; business cards; signage; subbrand or product logos; a new website; all new web content, a 25-foot trade show booth, e-marketing tools, dozens of brochures, 100+ sell sheets (in multiple languages); radically reinvented new pitch, ppt and proposal systems; an employer brand campaign; a careers microsite; brand standards; and a large-scale global advertising campaign.  Samples of the outsized effort are below.

Congrats to the Epiq team.

New website, coming Spring 2018



New corporate brochure system, 12 produced for launch


Brand image and key message bank (30+ images)


Careers Microsite

Sales Slicks & Proposal System


Advertising and eMarketing Campaign for Launch

Standards book, logo, brand architecture and product logos