Creating differentiation in a crowded and competitive category


Addisons is one of Australia’s leading law firms which has been providing bespoke legal solutions to Australian and international leading brands and businesses for over 140 years. BrandMatters was approached to answer the following questions:

• How do we present ourselves to offer a true reflection of who we are, to attract the brightest and the best?
• What strategy should we adopt to differentiate ourselves from our competitors?
• How do we contemporise our logo and visual identity without losing our heritage of 140 years?


Our response to Addisons' challenge involved a tailored approach that included specialised research, strategy and design:

• Competitive environment analysis
• Qualitative research with key clients
• Internal workshops
• Brand positioning
• Brand narrative
• Customer Value Proposition (CVP)
• Tagline
• Logo development
• Visual expression & identity
• Launch roll-out strategy
• Website design and build
• Marketing collateral design
• Stationery design


  • Delivered insights into key differentiating attributes and characteristics
  • Created a positioning that would allow Addisons to clearly differentiate from competitors
  • Created a new logo and visual identity that contemporised the brand
  • Excited and energised internal audiences
  • Designed a variety of collateral across the full breadth of touch points