Will new name deliver new work?

Tampa-based law firm Trenam Kemker chopped off one half of its name recently — part of what the firm calls a marketing and branding transformation.

The new name is just Trenam. The makeover includes new marketing materials, down to the logo and a new website. It also includes major renovations of the firm's Tampa and St. Petersburg offices, which now have more conference rooms with sunlight and collaborative workspaces.

Going to one name is partially a response to national law firm trends. And Trenam officials hope the shortened name will help it connect easier with clients. “It's been a real great change,” Trenam Managing Shareholder Marie Tomassi tells Coffee Talk.

The revamped logo, four triangles, is nod to what the firm now calls a code of client commitment. The code's four tenets are: understanding your business; certainty; accessibility; and deadlines.

Founded in 1970, Trenam's practice areas include bankruptcy, creditors' rights, business transactions, commercial litigation and construction law. The firm has 90 attorneys spread through its two offices.

A looming challenge facing Trenam, beyond getting the word out about the changes, is to combat what Tomassi calls the shifting forces of supply and demand in the legal field. “There is not as much work as there used to be,” says Tomassi, “but there are a lot more lawyers.”