Invested in client success.
It’s a big claim. A promise, a code of behaviour and a manner of collaboration towards mutual benefit.
Yet it is exactly this tenet by which Sydney law firm, Addisons, engages with their clients, as they have done across their 140-year history.
Powerful statements start with hard questions. How do you present yourself to offer a true reflection of who you are? What strategy should you adopt to differentiate yourself from your competitors? How do you contemporise without losing the heritage from 140 years of operation? These are three key questions Addisons asked as it embarked on its brand refresh journey.
Our approach included internal and external qualitative research, brand strategy and visual identity development.
The key insights, as delivered through the qualitative research, enabled the determination of key differentiating attributes and characteristics that would drive the development of the brand strategy, culminating in the new Addisons tagline: Invested in client success.
Launched in early 2020, just prior to the Covid-19 pandemic, the Addisons brand refresh engaged and reinvigorated key stakeholder employees across all tenures and seniorities.
It created a positioning that would allow Addisons to clearly differentiate from competitors and a new visual identity system that contemporised the brand, exciting and energising internal audiences.