Koons Real Estate Law, a growing legal ﬁrm focusing on commercial real estate, worked with Simmons Design Associates to create its new name and brand identity after a company restructuring. The ﬁrm, which began in 1995 as Axley-Hargrove, underwent a period of major change when one partner left the business and the remaining founder returned to using her family name of Koons. Having established a strong reputation in the real estate industry, Koons needed to ensure that a name change would not hurt the recognition of the ﬁrm among new or existing clients.
SDA consulted with Koons to develop its new name, along with a new logo, stationery system, website, collateral materials, and a print and electronic campaign to announce the ﬁrm's new associates.
E-greetings were sent to the ﬁrm's mailing list, linking to a ﬂash-enabled Web page announcing that "There's something new on the Texas horizon."
The campaign further reﬂected the ﬁrm's Texas focus by incorporating imagery of dramatic Texas landscapes, and the visual elements were chosen to evoke a sense of permanence.
Each element of the package worked in harmony to achieve awareness of Koons' new name while reinforcing the ﬁrm's experience and expertise.
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