BLAKE MORGAN
Creating a new brand with a powerful legacy and embedding a brand culture to build a sustainable firm.
When combining two well-established and successful law firms with over 100 partners, it is important that there is a clear understanding of the brand and what it wants to be known for.
Our brief over a two year period was to support the Managing Partner in bringing to life the new name through brand positioning and new visual identity.
Creating a new brand with a powerful legacy
The new mark combines heritage with a contemporary design, creating an elegant yet powerful icon. It is unique and distinctive, the assets required for a strong logo and identity.
From this concept design, we developed the full visual identity across all branded collateral. An intense 16-week programme from design to launch. This significant merger project involved project management, direction and implementing in time for launch on day one.
Developing the Brief: Facilitation of the brand committee to develop the visual identity brief, building on the heritage of the two well-established firms.
The New Mark: Led on the development of the initial concept design for the new mark, and designed and developed a full visual identity to be used across all branded collateral.
The Branded Collateral: Undertook an audit of existing branded collateral including signage, stationery, marketing material to enable launch budgets and implementation plan to be prepared. Led on the design and production of branded collateral including signage and stationery, building on the newly created mark and visual identity.
External Awareness: Management of the public relations messages and activity pre and post-merger. Design and implementation of the new brand awareness campaign - ‘The Perfect Match’. Advertising was accompanied by thought leadership pieces across regional and sector press.
Engagement and 'Buy-in': Engagement with key internal stakeholder groups such as the Band Steering Group - a strategic body which reports to the Board; The BrandCo - tasked with creating the new mark and visual identity; The Brand Advocates - a team of 40 stakeholders who would act as ambassadors.
New Website: Project managed the initial concept design and brand expression for the new website, as well as developed the new content for the launch of the website.
Launch Events: Led and managed the major launch events for clients. Each region hosted an event London; Thames Valley; South Coast and Cardiff - where an average over 1000 clients attended.
Internal Communications: A multi-channel campaign using the firm’s mission – ‘making a difference’ was designed and implemented over a six month period.
Embedding a brand culture to build a sustainable firm
This project wass run over two phrases and the aim is to ensure that all employees deliver the right service and communication, consistently.
PHASE 1: Embedding the firm's core values and principles
Worked with the managing partner, Brand Steering Group and Brand Ambassadors to bring to life the firm's mission, and ensure consistency in behaviour from service delivery to people experience within the firm.
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Worked with the firm's Brand Steering Group to develop and embed guiding principles, translating them into actions and behaviours.
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Create an internal communications awareness campaign to launch the principles through collateral such as the firm's newsletter, blog, intranet and keep-sake z-card.
PHASE 2: 'Bringing the client experience to life'
Working closely with the main brand stakeholders, this phase is implementation and embedding of brand behaviours for excellence in client service.
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Designed the visual model and process maps to communicate the fundamental behaviours required to achieve excellence in client service at each stage of interaction.
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Engaging with the whole firm to bring to life excellence in client service.