ADR West was launched in 2010 as a start-up mediation services firm with offices in Colorado and Arizona. As a new company, it was important to create a brand that would effectively connect and resonate with its key target audiences in the legal profession. Envisioning the new ADR brand was the first step in realizing its full potential.
ADR West sought to take advantage of market opportunities in the mediation segment in Colorado and Arizona, where competition was limited. As a start-up business, however, it faced several challenges relative to the unique customer segments it was seeking to appeal to:
How can a new start-up company quickly establish recognition?
How can a new company overcome issues of credibility?
Can a new company effectively compete against more established and larger mediation firms?
CSK partnered with ADR West to develop a new brand strategy through a “brand light” approach that was developed specifically for start-up or smaller organizations where time and budget were key considerations. Our work included:
Competitive audit and market analysis
Strategy platform development
Visual identity (logo) design
Identity system development
Promotional collateral design
A strategic brand platform and identity system was developed for ADR West that has resulted in:
Clear brand differentiation and distinction between other established like organizations
Strategically driven visual expression that reinforces perceptions associated with the ADR brand
Marketing materials that have overcome issues of credibility and the perceptual liabilities of a start-up company