Island law firm unveils new image
Alan Titchmarsh helps launch RJR Solicitors' new image.
One of the island’s oldest firms has unveiled a new image designed to more precisely reflect its market positioning and support future growth in an increasingly competitive sector.
RJR Solicitors, established in the 19th century, provides a wide range of legal services from its offices in Ryde, Newport, Freshwater and Shanklin.
Deregulation of the legal industry, enabling banks, building societies and even organisations like Tesco to offer legal services, prompted RJR to undertake a major rebranding exercise to emphasise the high quality of its friendly, personal service while alluding to its illustrious heritage.
In addition to a makeover of the Ryde premises, a new logo, fresh marketing materials and a revamped website are all designed to reflect the 21st-century RJR which sets great store by the human aspect of its services.
Virgil Philpott, head of business development, implemented and oversaw the project after attending a workshop on the Designing Demand programme. Developed by the Design Council, funded by SEEDA and delivered by Business Link, the programme helps companies to make strategic design decisions and set up and run design projects.
“Our expertise is second to none and we have a very loyal client base,” said Virgil. “However, we are conscious of the need to attract new clients and we were falling down on the way we communicated our skills."
“I could immediately see the benefits of signing up to Designing Demand and all eight partners were closely involved in discussions about the rebranding that will help RJR to successfully move into a new era.”
Design consultants Franks & Franks were appointed to create a new visual identity and find an integrated philosophy for the firm. A crisp, modern logo and new communications materials have updated the brand image, while the approachable nature of the solicitors and their friendly, personal service is emphasised with the strapline ‘legal advice with a human face’.
Designing Demand design associate Pradeep Sharma said: “Agreeing and implementing such changes is always a challenge in a professional services firm with numerous partners. However, the new image reflects the personality of the solicitors and confirms RJR as a friendly, modern firm with unrivalled expertise. This should not only reinforce loyalty among the existing customer base but also attract new clients who appreciate that unrivalled combination.”
Jackie Walker, regional programme manager at Business Link for Designing Demand in the South East, said: “RJR Solicitors has anticipated future challenges and cleverly utilised design to re-position itself in a competitive marketplace. However, this was not simply a straightforward visual makeover but also using the new branding as an organisational tool to progress the business model and company strategy.”
For more information about the Designing Demand programme contact
design@businesslinksoutheast.co.uk or
visit www.designingdemand.org.uk
For more information about Franks and Franks, contact Stephen Franks:
stephen@franksandfranks.com or visit www.franksandfranks.com