Farrer & Co
Repositioning a 300 year old law firm that has acted for many of the Kings and Queens of the United Kingdom and handled some of Charles Dickens' affairs is no mean feat. Despite a success record spanning three centuries, Farrer & Co were struggling with an identity that projected more tradition and heritage than cutting edge legal solutions. In short, the visual brand was no-longer fit for a modern, fast-paced world despite the firm being progressive, innovative and forward thinking, nor did it match the positive feedback from clients and industry.
Approach
Set in London’s Lincoln’s Inn, F&Co come with a pedigree that is simply unrivalled in the field and boast a client base that spans generations. Our approach was to retain the legacy value, but present an opposing, modern perspective to readjust the balance. Working with Meridian West, we developed a brand positioning strategy of ‘A Traditional Home for Modern Law’ supported by the narrative ‘Positive Paradox’ to celebrate the duality of the firm’s personality.
The art of law – is an expression of a more modern outlook and style, for which we selected key pieces of contemporary art from the Farrer & Co collection to photograph and use across a variety of brand communications. This not only provides a vibrant and textural backdrop that reflects the firm’s ‘Positive Paradox’ positioning, but is also an easy to use brand solution for employees internally.
Identity
Website
To express the new brand platform online in a dynamic and meaningful way meant a complete reconfiguration of site structure and re-evaluation of user expectations across both desktop and mobile platforms. This reflected the firm’s updated strategy to align their capabilities within five key business pillars.
Full website project update to follow shortly.
