Established Toronto Law Firm Takes Bold Step Forward with New Brand Identity

After over 130 years of building a leading corporate law practice in Canada, Cassels Brock recognized the need to update their brand to reflect that they are the firm to serve today’s evolving business needs. As a result, they have rebranded with the support of a full multimedia campaign.

Now known simply as Cassels, their new name is just one part of a bold rebranding campaign that positions them as a contemporary law firm. In addition to the name change, their campaign centres around their commitment to an enhanced client experience, with messaging that portrays Cassels lawyers as approachable, adept and dynamic. The firm is featured as an accomplished leader in business law that has an entrepreneurial spirit; a message that allows Cassels to distinguish itself from both its former image and from other firms. What makes them different is infused into the campaign and it is, in a word, personality. Key traits, such as driven and versatile, are baked into the new brand and help bring it to life. Campaign messaging reassures that they are invested in their clients’ success, a notion that is underscored by visuals and language that promote their collaborative process.

Cassels took a measured approach in the rebranding initiative. After issuing requests for proposal they awarded the campaign to London-based agency adHOME Creative who has become their partner for brand strategy, design and development. The approach was to present the new brand internally first and then roll it out to the broader external audience, including their roster of national and international clients. Managing Partner Mark Bennett said, “Our firm has been fortified by our new brand identity, and we are pleased that it now reflects the investment we have in our clients’ success.”

A novel tactic was adopted to communicate the new brand to the Cassels team members in each of their offices in Toronto, Calgary and Vancouver. A mass company email was not an option because the message had to be more vibrant and personal. Upon arriving for work, every person in the firm found a Cassels brand box on their desk. With a presentation that looked much like a gift, the brand box contained branded items, including a YETI mug and metal straw, along with a card insert describing the new brand. All of the items inside the box, as well as the reusable box itself, were in keeping with Cassels’ commitment to sustainability. The brand boxes signalled that Cassels is invested, not only in their client’s success, but also in their people and the culture of the firm.

The external media campaign was robust and comprehensive, including print ads in The Globe & Mail, Report on Business and Lexpert, among other national business and legal publications. Elevator ads in major cities, video ads in Air Canada airport lounges and digital wall signage in concourses in major cities provided an outdoor presence. Online display and remarketing display ads, geofencing, retargeting online display ads and sponsored LinkedIn newsfeed posts completed the digital approach.

The initial launch flight runs October through December. Peter Wismath, the firm’s Director of Business Development & Marketing, noted, “With such a significant change for the firm, it was critical to bring on the right team, and we found that in adHOME. They offered us the ideas and the execution that brought our new brand to life.” In launching their new brand identity, Cassels has positioned themselves as the go-to firm for legal solutions in Canada’s business community. adHOME Creative is an award-winning advertising and digital agency based in London, Ontario with over 20 years’ experience building brands that drive successful businesses.