We created a clear strategy that enables TrafficTickets.com and Rosenblum Law to engage separately with clients at first contact, with distinct visual styles for each but shared core messaging and values. Commitment to the reboot began internally with one brand position and then pivoted toward the customer, an inside-out approach that clarified the TrafficTickets.com identity.
First, TrafficTickets.com was positioned as a sub-brand extension under the Rosenblum Law umbrella. Its dedicated logo has Rosenblum Law’s mark attached as a subhead to indicate their affiliation.
Next, we defined the shared brand position of the two brands: positive outcomes, dependability, convenience, and effective customer service. For TrafficTickets.com, these four points have been distilled into great outcomes (a 90 percent success rate in reducing fines and license points) and convenience, which are expressed in the brand mission and brand personality we delivered. Our research showed that clients definitely want to contest traffic citations but don’t want to waste time and work income on court appearances. They also want to avoid confusing paperwork and uncertainty about their case status. In addition to stressing customer service on the website via interactive FAQs and a live chat window, TrafficTickets.com has implemented a smooth intake process, a dedicated phone line, and staff commitment to the separate brand.
Finally, the brand identity is distinct from the parent brand while consistently sharing compositional elements. TrafficTicket.com’s logo is bold and versatile, with potential application to future brand expressions. The sans-serif font echoes Rosenblum Law’s mark but evocatively uses primary reds and blues (pull over!), a theme repeated throughout the site. Layouts and intake forms are similar for both brands, but the graphical calibration of TrafficTickets.com–open-faced and upfront–is true to the latter’s value proposition of convenient, effective ticket resolution.