The New CCHA Brand

Steven M. Lutz

Author: Steven M. Lutz

POST DATE: 3.2.16

Over the course of the last year, we dedicated some time to look at the Church Church Hittle + Antrim brand. That effort was not designed to simply update our website and business cards. Rather, we wanted to take a closer look at how we talk about our firm and how we can better serve our clients as a result. We wanted to bring consistency to how we tell our story. The brand study led to a new logo, a refined voice for our brand, and a number of other items to help us better tell our story and better serve you.

As part of the process, we asked many of our clients, strategic partners and employees their thoughts about CCHA. We wanted to know what matters to them. What stands out to you about us? What makes us different? What do you look for in a law firm or a career? We had some preconceived notions prior to diving into the brand study with our partner in this process, MilesHerndon, a branding agency in Indianapolis, but we gained valuable insight to help guide our rebrand.

From your feedback, we learned our clients appreciate most that we have a family-oriented relationship with our clients. When you work with CCHA, you aren’t constrained to a single attorney who is operating on his or her own, you are connected to our entire team. Still, when asked, many of our clients talked about our attorneys by their first names. You not only discussed our ability to meet and exceed your needs but also referred to virtues like trustworthiness and the personal concern we have for our clients' wellbeing as individuals, businesses and institutions. What you said resonated with us, and we (and MilesHerndon) allowed it to guide the outcome of our rebrand.

We knew our updated brand identity needed to satisfy our clients’ expectations while at the same time upholding the core values CCHA has established through the provision of over 140 years of excellent legal services to our valued individual, business and institutional clients. At the end of this process, we realize our personal connection to you is what you value most. For this reason, our brand is warm, friendly and people-focused. You’ll notice fresh, inviting colors and our team members prominently featured on our website. Second, we wanted to allude to our breadth of services and reinforce the fact you are working with multi-dimensional people – people you know professionally and personally. People who, alongside you, are actively involved in our community. This is what the “plus” expresses in our brand, signifying there is more here at CCHA than just a law firm.

We are proud of our new brand design, but most of all, pleased we are able to embrace what has made us successful over the years and across generations of clients – our personal partnership with you. We believe this allows us to serve you better, and we’re thrilled this process has helped us better understand your needs as an important part of our continued growth. Please enjoy our new brand, our new website, and our continued commitment to you!

Contributing Author: Jenni Hughes

Click here to learn more about our firm and how we can partner with you.