Retail
Building an integrated brand for a leading law firm
Law Partners - Australia’s largest specialist personal injury law firm, wanted to review and develop both their Customer Value Proposition (CVP) and Employee Value Proposition (EVP) for alignment and to meet their growth agenda. Key was to be evidence-led to ensure authenticity and differentiation.
Value Proposition Pillars
Through extensive research, we developed a set of five strategic pillars for both the Customer and Employee Proposition. Key was to bring authentic grit into the writing based on the learnings from focus groups, leadership and customer interviews.
Employee Value Proposition - Narrative
Custom Icons
We developed a series of icons to help differentiate why a customer would choose Law Partners. Designed in bold, brand colours, the icons are crafted to stand out in digital environments and help customers easily identify the firm's key differentiators.
Photography & Videography
Over a multi-day photoshoot in the workplace we captured a series of people and place imagery to showcase the people and environment at Law Partners. We worked with the partners to create a library of professional photos for both PR and website use, along with other employees to expand on the employee experience and cultural aspects of the firm.
Outcome
An authentic, integrated brand story
To meet the project objectives, Belong Creative developed a research program that delivered a leadership workshop, client interviews and a comprehensive set of employee focus groups segmented by work area. Additionally, competitor analysis was conducted. A brand essence, 'Always Personal' was developed and approved along with strategic pillar messaging for both CVP and EVP and overall narrative for the Employer Brand. From these strategic foundations, creative content was developed for the website including refreshed copy, new iconography and improved photography.
Other Resources
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