Bolt Burdon Kemp is a leading UK law firm specialising in claims for loss and injury.
Their firm works for thousands of clients who have endured life-changing events, and when obtaining justice for their clients has meant changing the law, they have done it.
Bolt Burdon Kemp (BBK) engaged Underscore in mid 2013 for a brand refresh that would improve their brand awareness and market positioning and ultimately attract more of the right clients to their door.
Underscore first explored the market in depth and came to realise that this industry was particularly complex. We found there were a lot of negative assumptions made and stereotypes applied to the solicitors and firms who operate in this particular area of law.
It also became apparent that BBK’s past clients had almost nothing negative to say about them. These people weren’t just lawyers; they were real people. People who have empathetic and honest qualities, are tenacious and above all, human. The challenge was building a brand that really tapped into this and conveyed such positive characteristics in an authentic way.
To break down barriers and perceptions, Underscore started by revisiting the organisation’s brand values and personality. We injected more energy and more transparency with the introduction of values like “Empathy” and “Shared Passion”, and personality traits including “Tireless” and “Engaging”.
A brand story inviting people to “meet the individuals behind the suit” followed and design inspiration came quickly.
The emphasis of the identity is on the individuals who make up Bolt Burdon Kemp. The logo was developed as a metaphor where by the individual words unite together for a shared cause; similarly to the lawyers of BBK.
Careful consideration also went into their colour palette. Green was selected as representative of the emotive side of the BBK brand. The particularly bright shade of green chosen is young, energetic, tireless and fresh – directly reflective of the BBK brand values and personality.
It also translates well both on and offline, appeals to various demographics (and hence appealing to the organisation’s diverse client base) and is one of the more gender-neutral colours. The smart charcoal grey is more objective, corporate, and professional – serving as the “expert” side of the BBK brand and balancing out the identity.
The round style of the fonts conveys a warm character and a friendly personality with a hint of sophistication. They are more contemporary and less corporate than what is used by most law firms. The use of capital letters makes a stronger, bolder statement, demanding attention, and to better convey authority.
When it came to the imagery, the solicitors and their incredible, inspirational clients took centre stage. A series of photo shoots were conducted, depicting the solicitors engaging with their clients, the community and with each other. Nothing was staged; everything was raw and very real.
The single biggest deliverable was the website. The concept behind this was all about personalisation and individualism; creating a tailored journey for each and every user to deliver them the right information at the right time.
The website functionality reflects the brand values. It’s about getting to find, know and understand the people behind the suits as quickly and simply as possible.
On their initial visit, the user is invited to complete a search to “find the right lawyer”, which at the conclusion displays the profile and contact details of the specialist solicitors deemed as suitable representation.
There are also banner images and specific testimonials attached to each solicitor’s profile. In the places their profile appears across the website, for example, as a blog or article author, so too will their hero image and direct contact information.
Despite having just launched, Underscore is delighted with the feedback received across the market.
Underscore are looking forward to tracking their results closely over the next 12 months and hearing about how their branding has helped to illustrate and enhance the very personal experience and relationship between a BBK lawyer and their client .