Scanlon & Gearinger

Client Background

Scanlon & Gearinger is a large plaintiff's civil litigation firm with a successful track record in cases involving personal injury, product liability, medical malpractice and wrongful death. Driven by their straightforward approach to law and excellent caseload management, the law firm developed a notable reputation by adhering to the highest standards of professional and legal ethics.

The Caler&Company corporate design team led Scanlon & Gearinger through a design process that ultimately introduced the new identity.

The Challenge

As the marketplace changed for law firms, methods of conducting business were drastically altered. Much like patients seeking a second opinion, clients were now shopping law firms. Tim Scanlon and Buck Gearinger wanted their firm to take the high road in this new marketplace - not succumbing to "ambulance chaser" methods of creating caseloads. Scanlon & Gearinger accomplished this through community involvement, a winning courtroom record and word-of-mouth referrals. As the partners prepared their firm for management transition, they recognized the need to include public relations and marketing communications as part of their professional blueprint. The partners wanted to leverage their brand while upholding the firm's highly ethical, highly committed and community-focused approach to their practice.

Two custom laser-cut brushed
aluminum signs were designed,
produced and installed after new
identity standards were
established for the firm.

Steve Caler facilitated strategic
planning meetings as the firm
changed to new quarters and
transitioned to new senior
partners.

Custom cast aluminum
door pulls were designed
using the new logo.

The Outcome

Caler&Company developed and implemented a new corporate face and marketing communications initiatives for the law firm. To match the opulence of their new headquarters at the former Akron City Club, Caler&Company designed a new logo and brand identity system, that reflects integrity, and collaborated with the firm's interior design team to project the same quality in the signage located throughout the new headquarters. To assist staff with the transition, Caler&Company implemented Jumpstart, a series of brainstorming and business planning meetings with the partners, aimed at gaining insight into the firm's strengths, weaknesses, opportunities and threats. Those discoveries led to the development and production of a new Web site for the firm.

New firm stationery was designed
by the Caler&Company corporate
design team.

Caler&Company designed,
wrote content, search engine
optimized and hosts the firm's
Web site.

A Brand Management Guide
was produced detailing guideline
standards as well as the proper
use of the mark in all of its various
print, signage, broadcast and
electronic applications.

In addition, Caler&Company facilitated interviews, background checks and recommendations for the newly created, Public Relations Manager position at the firm. Caler&Company also provided leadership in public relations initiatives and sponsorship programs to help guide the law firm through their transition, while maintaining a memorable message and strong commitment to garnering community awareness. These combined initiatives helped Scanlon & Gearinge to successfully transition their law firm to new senior partners and effectively leverage their brand for continued growth.

A roster of attorneys
appeared on a newly
designed sign installed
in the firm's foyer.

The new Scanlon & Gearinger
identity was introduced on an
invitation to the firm's open house.
Corporate leaders, city officials,
local news media, and municipal
judges all attended.