Cartwright King
One of many law firms we have helped over time but Cartwright King are a bit different, they are the first point of contact when people find themselves in serious trouble. They had been working with their previous brand for many years but as their service and approach moved with the times their brand and messaging had not.
The Brief
A dated brand but a forward thinking approach was far from an ideal mix. Our primary job was to ensure this approach and the benefit of engaging Cartwright King was understood by all. The new brand needed to present a more contemporary business but without ignoring its heritage.
A language everyone understands
Their audience is very wide reaching including people from all ends of the social spectrum. With this in mind we looked to develop a clear and concise positioning and narrative. All in plain English and designed for maximum impact with minimum effort.
The Process
After multiple focus groups that included all key stakeholders within the business. Our creative process led us to explore the best way to verbalise their approach and skillset at handling the most complicated circumstances. We wanted to ensure there was a honest and human feel both through the written narrative and the visual one. A playbook was created, guidance to web design shared and a range of brand rollout developed.
Extended playbook
This gave the client a clearer picture of what the future could like and gave them all the ingredients they need to get their. The circular motif became a key part of the brand as it depicted the safe space CK could give their clients when they need it the most.
The calm in the storm
This strapline was the key in reinventing the Cartwright King story. We looked to explore a range of image combinations that could be used to visualise the same message… that they are a clear head when yours isn’t.
Emotional sells
There where times when ‘straight up lovely design’ was the order of play. But we always looked for places where we could encourage engagement around the core positioning.
Office facelift
We enjoyed generating ideas for Cartwright King’s office that could be put into play without too much disruption. Playing with the brand colours, circular motif and new and approved messaging the offices could now get a new lease of life.
The Result
“Cartwright King now have all the key foundations to grow and build for the future. A contemporary brand and story with a forward thinking mindset. I’ve very much enjoyed the process and look forward to putting all of this great work into action.”
Kelly Lyons
Head of Marketing
Let’s tell your story
and sell your services.