Comprehensive Communications Program Elevates Law Firm Profile

Fire, explosion and property damage law firm turns to Identity to redefine its brand image, engage the community and create awareness.

Our Approach

Fabian, Sklar & King, P.C., a law practice specializing in representing plaintiffs in fire injury, explosion and property damage claims, turned to Identity to ensure the firm’s brand image reflected its specialization in fire injury, explosion and property damage claims. Identity’s creative team worked with Fabian, Sklar & King, P.C. shareholders in a collaborative process, which resulted in a finalized logo mirroring a flame reflecting the firm’s specialized focus. Quickly, this recognizable logo became the cornerstone of the firm’s brand identity, leading to a compelling ad campaign in trade publications, highly visible outdoor signage and a robust brochure explaining the firm’s practice areas and the attorney’s professional biographies.

In addition to creative execution, the firm also tasked Identity to help make a measurable impact in the community by creating a sustainable, educational and meaningful outreach program to raise awareness about the importance of fire prevention in honor of Fire Prevention Week. To address the firm’s goals, we developed and launched a coordinated donation of 500 smoke alarms to the Detroit Fire Department on the firm’s behalf. The attorneys wanted this program to touch and save lives by effectively communicating the importance of installing the right detector.

To help spread the word about the available detectors and the installation free of charge by the department’s firefighters, Identity strategized and launched a multi-faceted media relations campaign beginning with a joint press conference with the Detroit Fire Department at one of its fire houses. We distributed press releases, media alerts and targeted pitches to enhance visibility. Leveraging our strong network of media contacts, Identity has generated awareness of this important donation annually in a variety of regional and statewide media outlets including a television segments on WXYZ and FOX 2, print profiles in publications such as the Detroit Legal News and Detroit Jewish News, coverage by the Associated Press and more.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations and Media Training
    • Community Relations
    • Press Event Execution
    • Campaign Message Development
    • Advertising Planning
  • Creative

    • Logo Development
    • Brand Identity
    • Website, Brochure and Advertising Development and Design


  • 500+ smoke detectors donated as part of an outreach campaign
  • 1recognizable and unique logo created to launch a brand identity
  • 50+media pieces secured about the donation