Challenge: Marc and Peter Kapetan, founders of Kapetan and Kapetan law firm in Fresno, needed a new, professional image for a multi-media advertising campaign.
Ashford changed the firm’s name to Kapetan Brothers, and created the tag line “The Valley’s Law Firm.” Marc and Peter were photographed together, and the image was used on bus sides, billboards and print ads, along with the new name and tag line, to effectively build their brand. Focus was placed on the brothers’ strong family relationship and their ties to the Central Valley, as well as their honor and integrity in an industry where a client’s trust is crucial. The Kapetan Brothers have earned their position as “The Valley’s Law Firm,” and are known around the city as the place to go for fair and professional legal representation.
Challenge: The law firm of Kapetan and Kapetan was seeking a branding program that would convey their dedication to the valley, and present their skills and credentials in an approachable and personal manner.
Ashford Photographed founding partners Peter and Marc Kapetan in several settings, to convey a close but individual impression of the brothers. This coupled with a reworking of the practice name and logo to present them as not only partners, but Brothers, re-enforces the impression of a strong team bound by personal and prefessional dedication to excellence. The new name, Kapetan Brothers was coupled with the tag line, The Valley’s Law Firm, as their practice is valley wide serving people from several communities. Ashford introduced the new brand through print ads, bus sides and outdoor billboard. Ashford public relations arranged feature story placement in local print to empahasize the brother’s sense of loyalty and work ethics instilled in them by their late father, a colonel in the military of the United States. The result has been a growing community recognition of both the Kapetans and their practice.