While the practice had grown significantly the directors felt that there was a disconnect with their former brand positioning and were not maximising opportunities in an evolving marketplace. We were tasked with researching their current brand and creating a strategic plan to better connect with their audience.
Our first step was to perform an extensive brand audit where we ran a series of workshops with key stakeholders to discover more about their business and their unique offering and ethos. These workshops were essential to establish the foundations of a new direction that resonated fully with their prospective client personas. From our research, it was clear that a name change from ‘Davenports Harbour Lawyers’ to a more succinct ‘Davenports Law’, would be the first move towards a more refined and simplified identity.
With the Davenports Law audience clearly defined, it became clear that their visual identity required a major overhaul.
Their identity is now conveyed through a minimalist treatment across all design elements, while the use of a traditional serif typeface conveys experience and wisdom – which speaks to their clients desired outcome – peace of mind.
A contemporary design twist was achieved by splitting the logo in chosen applications and developing a monogram for flexible usage. This adds a definitive aesthetic point of difference to their identity and is representative of Davenports dynamic and progressive attitude.
A supporting palette of complementary tones and imagery were also developed to be reflective of the core brand ethos.
As well as the visual aspects of the brand we guided Davenports through a comprehensive brand evolution process to position the company as the truly unique organisation that it is — one that every team member is proud to be part of.
Davenports Law.
Crafted Legal Advice For Peace Of Mind.
The new name is memorable, the tone of voice and identity is warm, welcoming and customer-centric. Every aspect of the brand evokes the harmonious feeling that grows out of the Davenports team’s shared passion for crafted legal advice, combined with an easy-going, friendly approach.
As part of the roll-out we built out their digital touchpoints including building a website that focussed on creating an engaging online experience for their audience
davenportslaw.co.nz
