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Brachers are a leading full-service law firm in Kent and the South East, with 20 partners and over 200 staff.
Historically Brachers flourished with a strong private client base in Kent, but have since organically changed and expanding to become a leading corporate and commercial presence.
The Brief
Brachers, a long standing and well recognised brand in the community and region, wanted to freshen up their look and feel, to become more in keeping with the working environment and work ethics they feel they display on a day-to-day basis. They were open to considering a change of name, whilst keen to maintain their well-established and well-respected heritage, both in name and brand colours. Brachers Solicitors also wanted the rebrand to embrace a step-change in communication both to internal staff, external clients and stakeholders alike via a set of informative collateral that would have a 12-18 month shelf-live in order to be both cost-efficient and consistent. Due to the extent of the proposed rebrand all signage, collateral, stationery and communication touch-points, including the likes of business cards and websites, also had to be updated and changed.
The Answer
Pillory Barn undertook an extensive consultation period, both with the managing and senior partners, and via a number of staff focus groups. Market research and data collection with clients and contacts was undertaken to establish the inherent strengths and perceived areas that required updating. A thorough market analysis and research was undertaken to dovetail in with the data collected, in order to establish the unique selling point of Brachers within an ever competitive sector.
We took the data collected and, after further consultation to discuss various options, decided upon a change in name, and consequently, a change in logo, design, look and feel across all brand touch-points. The new branding incorporates a clean and punchy design, clearly highlighting the change in name from Brachers Solicitors to Brachers Law as a direct result of the findings from the market research. The rebranded logo maintained the traditional core colours of the brand, whilst bringing them up-to-date with a slightly brighter and more energised approach.
Pillory Barn wrote and developed a set of all inclusive brand guidelines, to assist the correct implementation across all possible usage. We developed a set of Brand Values for Brachers Law as a result of the market research. These were felt to embody the qualities that made Brachers different in the minds of both clients and staff. Pillory Barn also designed, developed and wrote ‘Brachers Law - at a glance…’ a mini-guide that covers all aspects of Brachers, from it’s history and roots, to their present day policies. This is a multi-purpose document that can be used for a wide variety of audiences.
Last but not least Pillory Barn put together a comprehensive media and PR activity schedule to launch the brand with maximum impact.An internal launch event was also organised to celebrate the rebrand, with commemorative mint-tins and a cake cutting photo opportunity.
The Results
The newly rebranded Brachers was officially launched in October 2008. The launch event was the culmination of months of hard work behind the scenes and was received with great positivity and enthusiasm. The Brachers working environment and staff have been energised and invigorated by the rebrand, and it has been received with equal success by the press, public and stakeholders alike. It is felt that Brachers Law gives a nod to the heritage of Brachers Solicitors, whilst forging forwards and towards a bright and successful future.
More
Click here to view the Brachers ‘At A Glance’ (0.8mb, PDF) document for more on the Brachers rebrand.
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