Brand Research, Strategy, Naming, Architecture, Content and Design Results in an Epiq Launch, Beginning at Legal Week 2018By Joe Walsh
February 13, 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 corporate brochure system, 12 produced for
Brand image and key message bank (30+ images)
Sales Slicks & Proposal System
Advertising and eMarketing Campaign for Launch
Standards book, logo, brand architecture and product logos