Case Study
Case Study
We Gave a National Law Firm a Brand New Identity
THE BACKGROUND
Cassels Brock, as it was previously known, is a law firm with a 130-year history and offices in Canada’s biggest cities.
When they saw that their brand no longer reflected who they were, they came to us for comprehensive rebranding strategy and development.
WE PUT A NEW FACE TO A TRUSTED NAME.
OUR BIG IDEA
Start with an accurate and precise plan and build up from there! We took the client team through our adHOME Brand Blueprint Session so that everyone involved had a solid and shared understanding of who Cassels is, its personality traits, what it stands for and its target audience.
INTERNAL LAUNCH
The first people to experience the all-new brand were the Cassels lawyers and staff. They arrived at work one morning to find a brand box, which included a letter from the managing partner as well as branded gifts supporting the firm’s sustainability values. A link to a landing page immersed visitors in the brand’s story and experience, including a video that introduced the new corporate identity and personality.
NATIONAL LAUNCH
Next, we introduced the new brand to all of Canada through a comprehensive marketing campaign. An image of two cups of coffee captured Cassels new identity best – we’re your business partner. Let’s sit down and talk, you have our undivided attention.
THE RESULTS
The brand campaign was embraced by all Cassels locations across the country through a comprehensive digital, print and out-of-home campaign. Across all mediums we exceeded our campaign objectives and achieved an impressive conversion rate far above industry standards. The campaign also won the highly coveted Communicator Award for its breakthrough website.
