Brand Identity & Guidelines Discovery

1. Company Background & History

Help us understand the foundation and evolution of Bretz & Coven, LLP

How would you describe Bretz & Coven's origin story? *

Tell us about how the firm was founded, key milestones, and what makes your journey unique.

What are the core values that drive your firm? *

Select your top 5 values that best represent your firm's culture and approach.

What is your firm's mission statement? (If you have one)

If you don't have a formal mission statement, describe what you want it to convey.

What makes Bretz & Coven different from other immigration law firms? *

Think about your unique expertise (Supreme Court cases, crimmigration specialty, 30+ years experience, etc.)

How important is your Supreme Court legacy to your brand identity? *

2. Target Audience & Client Perception

Understanding who you serve and how you want to be perceived

Who is your primary target client? *

Individuals & Families facing deportation/removal Criminal defense attorneys needing immigration counsel Visa and green card applicants Asylum seekers Businesses needing employee immigration support Special Immigrant Juveniles (SIJS)

What demographics are most important to reach? *

This will inform our multilingual strategy and cultural considerations.

Latinx/Hispanic communities Asian communities (Chinese, Korean, etc.) Middle Eastern communities African communities Caribbean communities European communities All communities equally

What languages should be prioritized for your website? (Select up to 8) *

What emotions do you want clients to feel when they encounter your brand? *

Select up to 5 that are most important.

Trust & Confidence Hope & Optimism Relief & Safety Empowerment Professionalism & Expertise Warmth & Approachability Strength & Protection Respect & Dignity

How would you describe your ideal client's emotional state when they first contact you? *

What transformation do you want clients to experience through working with you? *

From their initial state to their desired outcome.

3. Brand Personality & Voice

Defining how your brand communicates and connects

If your firm were a person, how would you describe their personality? *

Rate where your brand falls on each spectrum (1-10 scale).

Traditional ← → Modern

Serious ← → Friendly

Corporate ← → Personal

Conservative ← → Bold

Which of these brand archetypes best represents Bretz & Coven? *

Select your top 2 that resonate most.

The Hero - Courageous, bold, fighting for what's right The Caregiver - Compassionate, nurturing, protective The Sage - Wise, knowledgeable, expert advisor The Ruler - Authoritative, commanding respect, leader The Everyman - Relatable, down-to-earth, accessible The Rebel - Challenging the status quo, revolutionary

How would you describe your brand's communication style? *

Formal & Authoritative: Legal terminology, professional distance, commanding tone Professional but Warm: Clear expertise with approachable language Conversational & Accessible: Plain language, relatable, friendly Empathetic & Compassionate: Understanding tone, emotional connection

Provide 3-5 words you want associated with your brand *

These will guide all brand messaging and visual identity.

4. Visual Identity & Aesthetic Preferences

Defining the look and feel of your brand

Do you want to keep any elements of your current branding? *

Fresh start - completely new brand identity Keep some elements (please specify below) Evolution of current brand (modernize but maintain recognition)

What specific elements do you want to keep?

What colors resonate with your firm's identity? *

Select all that appeal to you. We'll refine from here.

Deep Blue - Trust, stability, professionalism Navy - Authority, confidence, tradition Burgundy/Deep Red - Power, sophistication, strength Forest Green - Growth, prosperity, balance Charcoal Gray - Modern, sophisticated, neutral Gold/Amber - Premium, excellence, achievement Teal - Balance, clarity, forward-thinking Warm Neutrals - Approachable, comfortable, trustworthy

Colors to absolutely avoid?

What visual style appeals to you? *

Classic & Traditional: Serif fonts, formal layouts, established law firm aesthetic Modern & Clean: Sans-serif fonts, minimalist, contemporary professional Bold & Distinctive: Strong typography, confident design, stands out Warm & Approachable: Friendly, welcoming, community-focused Balanced Hybrid: Professional authority with modern accessibility

Upload visual inspiration (logos, websites, designs you admire)

Upload images of brands, designs, or aesthetics that resonate with you. Include competitors or firms from other industries.

Drop files here or click to browse

PNG, JPG, PDF up to 10MB each

What do you like about the visual inspirations you uploaded?

Help us understand what specifically draws you to these examples.

How important is it that your brand looks "like a law firm"? *

5. Logo & Brand Mark Preferences

Specific guidance for your logo design

What type of logo appeals to you most? *

We'll design 3 concepts incorporating your preferences.

Wordmark: Text-only, focus on typography (like Google, Coca-Cola) Lettermark: Initials/monogram (like IBM, HBO) Symbol/Icon: Abstract or representational icon Combination Mark: Text + symbol working together Emblem/Badge: Text contained within a symbol (like traditional law firm crests)

If your logo includes a symbol, what concepts resonate with you?

Select all that interest you - we'll explore these concepts.

Any specific imagery or concepts to avoid in the logo?

Should your logo feature the full firm name or an abbreviated version? *

Full name: "Bretz & Coven, LLP" Abbreviated: "Bretz & Coven" Initials: "B&C" Flexible - create primary and secondary versions

Should your logo include a tagline? *

Yes, we have a tagline (specify below) Yes, please help us create one No tagline needed

What is your current tagline or what message should it convey?

How will your logo primarily be used?

Understanding usage helps us optimize the design.

Website header Business cards & stationery Office signage Social media profiles Legal documents & letterhead Digital advertising Promotional materials/merchandise

6. Competitive Landscape & Differentiation

Understanding your position in the market

Who are your top 3-5 competitors? *

List firm names and websites if available. This helps us understand the competitive landscape.

What do your competitors do well that you admire? *

Where do your competitors fall short? *

What gaps or weaknesses do you see in their approach?

Upload competitor brand examples

Screenshots of competitor websites, logos, marketing materials - anything that shows how they position themselves.

Drop files here or click to browse

PNG, JPG, PDF up to 10MB each

What do you want to do differently than your competitors? *

How should your brand stand out from the crowd?

What's your "unfair advantage" in the market? *

What do you offer that competitors can't easily replicate? (Supreme Court experience, specific expertise, unique approach, etc.)

7. Brand Applications & Materials

What branded materials will you need?

Which stationery items will you need? *

Business cards Letterhead (print) Digital letterhead template Envelopes Email signature templates Presentation folders Notepads/memo pads

How many attorneys/staff will need business cards?

Do you need templates for common documents?

We can create branded templates for your regular materials.

PowerPoint/presentation templates Word document templates Client intake forms Brochure/flyer templates Social media post templates

Do you have any existing brand assets we should work with?

Upload current logos, fonts, color palettes, or any existing brand materials.

Drop files here or click to browse

Any file type accepted, up to 10MB each

Do you need signage design?

Yes - office signage needed No signage needed Not now, but possibly in the future

8. Success Metrics & Goals

Defining what success looks like for this rebranding

What does success look like for this rebranding project? *

How will you know we've achieved the goals?

What business outcomes do you hope the rebrand will drive? *

Increase qualified leads Attract higher-value clients Stand out from competitors Build trust and credibility Increase referrals Expand to new markets/demographics Attract better talent/attorneys Increase brand recognition

When you present your new brand to clients, what reaction do you want? *

How important is it that your brand "tells a story"? *

In 3 years, where do you see Bretz & Coven's brand in the market? *

Paint us a picture of your vision for the firm's future position.

Are there any specific concerns or fears about the rebranding process?

Is there anything else we should know to create the perfect brand for Bretz & Coven?

Review Your Responses

Please review all your answers before final submission. You can still edit any responses.

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Thank You!

Your Brand Identity & Guidelines questionnaire has been submitted successfully.

What happens next?

Our team will review your responses and reach out within 1-2 business days to schedule your discovery call. We'll use your insights to prepare initial concepts and questions for our kickoff meeting.

You'll receive a confirmation email at the address associated with your account.