Lodders

Visual brand by Philosophy Design

Lodders is a large, midlands based legal firm with a 200+ year history. The firm needed a full rebrand as there was a disconnect between how the firm was perceived and the wide set of legal services it now offered.

The biggest challenge was developing a positioning that worked for all areas of legal expertise - real estate, private client, business services, dispute resolution, agricultural law and family law - while also capturing the friendly and considerate culture of the firm and the many long-standing client relationships.

An additional requirement was positioning the firm to attract younger talent and conveying how Lodders is an equal proposition to London-based firms. This was an important message for ambitious trainees and clients alike.

The proposition statement developed - Essential legal clarity, with human understanding - is a succinct capturing of both the expertise and culture of the firm that works for all specialisms offered: A simple descriptor accompanied this to communicate the range of expertise available: Legal services for your business, land, property and life.

This positioning work led to campaign headlines for the brand launch as well as brand guidelines.

Project role

• Internal and client interviews

• Employee workshops

• Strategy development

• Brand positioning and key messages

• Copywriting