Modern Look, Traditional Values: Collins & Lacy, P.C. celebrates 30 years with refreshed look and business-focused strategy

Collins & Lacy, P.C. is celebrating its 30th anniversary in 2014 by launching a new website and a new look that pays homage to the law firm’s decades of tradition. The firm turned 30 on April 1 and marked the milestone by unveiling a renovated brand that includes a modernized website, an introduction of a new color palette, a refreshed logo, and a new identity suite of deliverables.

“These are exciting times here at Collins & Lacy,” said Managing Partner Mike Pitts. “We’re celebrating our anniversary by taking bold steps toward the future.”

First, the business defense firm launched its new website created by Northbound Design™, a full-service interactive creative agency that focuses on digital design and development. It features original photography throughout the site custom shot by Paula Williamson Photography. “South Carolina is full of gifted people and businesses. We are honored to have the opportunity to collaborate with these two and create a product that highlights our firm, our people, and our legal abilities,” said Pitts.

One of the unique features of the new website is its introduction of video biographies. The videos are a new media tool that allows visitors to get to know each attorney personally while highlighting his or her legal capabilities.

“We invite you to watch some of these innovative biographies,” said Collins & Lacy co-founder Joel Collins.  “We think you will see our team as knowledgeable, professional, and down-to-earth good neighbors who care just as much about our state and communities as you do.”

The rebrand, which launched in April, has been months in the making and included a series of employee surveys, analysis, and focus groups. The internal examination revealed a fondness for the logo, saying it was “traditional, classy, and established.” However, the review also discovered a desire for new color and freshly-designed materials that would reflect the law firm’s polished presence.

“The Collins & Lacy ‘brand’ is not only the look and feel of the firm. It’s deeper than that,” said Pitts. “In order for it to work, it was imperative to communicate openly and get employee buy-in. The brand is the core of our firm, and it is displayed in each of us as we interact with one another and our clients.”

Similar to the website redesign, the rebrand also features the work of a South Carolina company. Collins & Lacy chose offset and digital printing company PrintSouth Printing, Inc. to produce the first key elements of the new brand. This included a revised stationary suite design of letterhead, envelopes, labels, and business cards. PrintSouth also helped create the Quick Response Codes (QR codes) introduced on the new Collins & Lacy business cards. The modern feature is an electronic label that contains a direct link to a virtual card (v-card). It allows a person to easily scan the v-card with a mobile device and immediately download the contact information into cell phone and email address books.

“The progressive new features being unveiled this month are an illustration of how our team thinks ahead on behalf of our clients and the Collins & Lacy family,” said Collins & Lacy co-founder Stan Lacy. “As we move forward with a renewed look, our clients can feel confident that our tradition of committed, valuable legal counsel will continue for many years to come.”