Carranza: Brand Positioning and Awareness Campaign

Carranza LLP is a multiethnic personal injury law firm that provides legal services to Ontario's diverse communities. They understand the entire personal injury process especially as it pertains to Canadians whose first language is not English.

As Toronto’s Largest Ethnic Law Firm, Carranza’s public persona did not match the quality of service performed by their employees. The firm had grown in their respective communities through reputation, word-of-mouth, and the strong ties of its employees to cultural groups, but in the highly competitive area of personal injury law, not everyone knew about Carranza.

Based on interviews with numerous health professionals, CF discovered there was a need for useful, accurate and informative materials.

After a full brand analysis, Cubicle Fugitive developed an entirely new look, one that is not only reflective of the firm’s unique ability and willingness to understand their clients (“Multiple Languages. Singular Focus”) but is also bright and hopeful when compared to other personal injury firms. Graphically representing the “mosaic” of cultures that shape Carranza, a new logo and icon were developed.

Based on interviews with numerous health professionals, CF discovered there was a need for useful, accurate and informative materials for survivors of serious injuries to better understand their particular injuries, treatment opportunities, rights and entitlements as well as options for help. Cubicle Fugitive researched, wrote, designed and facilitated the production of five informative brochures for potential clients on brain injury, spinal cord injury, orthopedic injury, pediatric injury and their rights following a motor vehicle accident.

Since 2010 our work with Carranza LLP has included market research (including interviews with numerous health professionals, outside referrals, client survey and lawyers within the firm), developing an overall brand strategy and positioning for the firm, logo design, stationery design, new marketing collateral such as a series of comprehensive brochures, a fully optimized ten-language website (design, development and copywriting), trade show materials, strategic partnerships with Sunnybrook Hospital and Toronto Rehab, a tactical marketing plan including online marketing, lawyer/case PR and all corresponding print campaign ads/elements.