Straight-talking

It’s this type of straight-talking that makes Kennedys live up to their strapline ‘Legal advice in black and white’. They give clear advice and recommendations where others merely give options. However, most professional services firms do similar things; only their people, and the way they do things, mark them apart from one another in an otherwise conservative market.

Above the parapet

Research showed that as well as being top class lawyers they were ‘nice people to do business with’. Through a series of workshops and interviews we discovered another inherent truth about Kennedys. They use humour as a powerful business tool. Few firms will put their head above the parapet with a brand that says they’re anything other than merely professional. Kennedys had the guts to do it. So we created a brighter, more irreverent brand to help Kennedys bring out their own natural wit. The new brand lets them show off their intelligence in a more engaging way, and in the process, communicates what makes them unique.

It’s worked

Clients get it: the number of pitches Kennedys has been asked to do went up 400% in a year. One investment bank came to them just because of the personality of the new website. A Polish law firm approached Kennedys because their branding suggested the two cultures would fit together perfectly to work on multi-million pound contracts. They’re now an associate office.

As Director of Marketing, Vicky Macdonald Hill said, “Because the new branding has such a strong impact through visual aesthetics and our tone of voice, we’re challenging the competition and have greater confidence to go out and sell.”

Download our award-winning DBA Design Effectiveness entry to find out more.

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