"Change is the law of life. And those who look only to the past or the present are certain to miss the future."
"If your actions inspire others to dream more, earn more, do more and become more, you are a leader."
JOHN QUINCY ADAMS
“There is no passion to be found playing small – in settling for a life that is less than the one you are capable of living.”
SLADEN LEGAL SERVICES
The Entrepreneurial Spirit
The Melbourne office of legal firm Harwood Andrews was planning to specialise on a specific sector in the market and needed advice on how to position itself in the marketplace.
The Melbourne office consisted of a team of over 45 people, however it was often seen a satellite office to their larger Geelong office and origins. The decision for Melbourne office to focus only on private enterprise clients was a bold move away from the perception of being just one of many generalist legal firms in Melbourne.
Harwood Andrews engaged TANK to advise on a brand strategy that would preserve the equity in Harwood Andrews for regional clients, while enabling the Melbourne office to reposition as a specialist.
We uncovered an insight that would drive the core brand idea for the Melbourne office. There is a strong entrepreneurial spirit that drives many of their current and desired clients. Clients that build things; who change things; find a better way; challenge the norm; love the thrill of the chase; make a dent in the universe.
The other key insight within the legal sector is that history and longevity of legal practices is important to some clients and in recruiting staff. Leveraging off the long history of Harwood Andrews, while enabling the Melbourne Office to charter a new trajectory would be important.
The insights lead us to core brand idea for the Melbourne office – “the entrepreneurial spirit”. This core idea then drove the strategy. During an intensive brand workshop with the Board, we looked at different scenarios for the brand architecture and decided that the Melbourne Office needed its own brand to allow it to specialise and exist on its own.
Using the strategy we developed a creative platform for the new brand. This started with a collaborative naming process that short listed five candidate names, then identified Sladen Legal as the new name for the Melbourne office.
We then created a visual identity system that embodied the entrepreneurial spirit. We gave it personality through a series of “spirited words” that convey the attitude of the organisation. These words link up with the brandmark to read as a sentence. A simple monogram device was also created to provide shorthand mark for the brand and reference the collaborative way they work with clients.
Images also formed part of the visual language, focused on communicating the fierce and pioneering personality of the brand.
We created a launch communication plan, that focused on engaging the staff, current clients and potential clients in the brand. Events focused on speakers sharing their entrepreneurial success stories, and a brand book clearly communicated the spirit of the organisation internally and to the world.