CASE STUDY

Garan Lucow Miller P.C. was having what we like to call, an identity crisis. Internally and externally, the firm was simply known as “Garan,” yet its official branding still reflected its full name, Garan Lucow Miller P.C. The firm’s marketing committee recognized the need for an updated identity but faced a key challenge: securing leadership buy-in to transition to “Garan” while maintaining the firm’s legacy and credibility.

To ensure a successful rollout, our team developed multiple brand options—one featuring the full name and two embracing the streamlined “Garan” identity. Beyond the name, the challenge was to create a brand that felt traditional, approachable, and trustworthy while also setting Garan apart in a competitive legal market.

In a collaborative discovery session with Garan’s marketing committee, we uncovered the firm’s core brand values: legacy, trust, and professionalism. With decades of history intertwined with Michigan’s legal landscape, the firm needed an identity that honored its past while positioning it for the future.

After careful consideration, the marketing committee selected a final brand direction, refining it through strategic iterations to achieve the perfect balance of heritage and modern appeal. To support a seamless transition, we also delivered a comprehensive brand guidelines document—empowering the team to confidently implement the new visual identity across their website, marketing materials, and beyond.

Garan now has a refreshed brand that reflects how clients and colleagues already see them—establishing a timeless yet forward-thinking presence in the legal industry.