Founded as a paper-based legal copying firm, American Legal Corporation (ALC) steadily grew in its home market and expanded into other areas, including San Francisco, Silicon Valley, San Diego, Phoenix and Austin. After a number of years, the company had become a leading litigation support vendor in the western United States, with more than 275 employees across six offices. However, ALC faced a marketing and branding dilemma. The company needed to shed its old image as a copying, scanning and tagging vendor, and establish national dominance in the rapidly growing fields of electronic discovery (eDiscovery) and computer forensics. ALC also had an identity problem. Its growth brought two additional brand names and offices to the mix - DupLEX Legal Discovery Solutions and Digital Discovery Solutions. ALC executives wanted to expand and target national accounts and corporations, but they had a hard time convincing potential clients that they were actually one large national company – with different local offices.
Acting as a virtual marketing department, Kaufer DMC embarked on a comprehensive marketing and rebranding plan for the company. The primary goals for rebranding included: • Position ALC as a more technology-savvy company • Unify all brands under a single umbrella to create new business opportunities with national accounts/projects • Create a new image for the company that better positions it within each market The new name needed to connect the three brands and allow ALC to grow without limiting the company to future expansion of services. Kaufer DMC wanted to avoid pigeonholing the company into a specific area, so words such as discovery and legal were removed from consideration. Kaufer DMC worked with company executives to create the new TERIS name and a complete rebranding program, including logo, signage, website and all marketing materials.
The company’s CEO credited the rebranding as a critical element in the company’s success. TERIS was acquired in a multimillion dollar transaction.