From ‘one of many’ to ‘one of one’
One among many:
Through a series of alliances and mergers Taylor Wessing had created a powerful network of offices giving it a presence across Europe and the Middle East. With strength in many practice areas the firm had performed well but had yet to find a clear positioning for itself among the burgeoning crowd of mid-sized international firms in the market. In 2009 Saffron were asked to help the firm find its voice.
Forward thinking:
In part driven by their strength in dynamic technology and knowledge based industry sectors as well as their relative lack of conservatism Saffron found that clients valued their ability to work and think in a thoroughly modern, flexible and innovative way. This strength was captured in the idea of ‘forward-thinking’, which gave a focal point to their brand positioning both internally and externally.
Saffron worked with groups of partners and staff drawn from across the firm to develop tangible initiatives to bring the brand idea to life in their client experience, internal culture and communications. These initiatives were then taken to the full partnership for buy-in and support and then rolled out across the firm. At the same time Saffron developed a new visual identity system to help project the idea of ‘forward-thinking’ in a powerful way.
New beginnings:
The new brand programme was first launched internally to partners and staff across all its offices through a series of town-hall meetings, workshops and other innovative communications channels such as video podcasts. Then with the firm’s partners and staff fully engaged the brand was launched externally to clients and recruits early in 2010.
Saffron deliverables:
Idea, brand strategy, positioning and key messages
Client service principles
Partner and staff engagement initiatives
Brand identity
Brand guidelines
