PROJECT: Renaming a legal services company specializing in process serving. The old name, Amicus, was too generic and cloaked in legalese.
THE NAME: Let there be light. Illumination. Warmth.
POSITIONING: The name Firefly evokes the company’s vanguard corporate culture filled with bright people and bright ideas, and differentiates the company from all other legal firms that almost universally have either cold, legalistic names or sound-alike strings of multiple partner surnames. The name supports the brand positioning of openness – illuminating and demystifying an area of the legal profession that many people do not understand. It is warm, friendly, and illuminating, and broad enough to work with any direction the company might take it in the future.
VISIT: Firefly Legal