In April 2010 in conjunction with the firm’s conversion to LLP status, IP attorneys D Young & Co launched a rebrand process. The key objective was the strategic use of brand in order to effectively communicate their status as the UK's leading patent and trade mark firm (Legal 500 top tier for patents and trade marks 2009). It was felt this status was not currently communicated effectively through the existing brand.
Differentiating and positioning a leading status was achieved in a brand review that started with a research programme conducted by Mytton Williams. Working closely with D Young we identified key strengths and stand-out personality traits. Together we identified a preference for relationship building through face-to-face meetings and a distinctive business approach that was people led. Alongside this, we conducted an extensive competitor audit and a visual audit of the firms current visual identity assets. This review underpinned a new brand that delivered responsive feedback from clients, a 75% increase in web traffic and innovative business ideas initiated by an invigorated workforce.
Branding development work has been applied to all printed collateral and an overhauled digital communications programme. This programme includes an integrated content managed website and appropriate social networking. Signage for each of the company’s locations has also been developed together with a wide variety of promotional material. Even the business cards feature photographs of the named individuals, reflecting the brands approachable personality.
Logo
Stationery
Website
PowerPoint
Sub-brands
Icons
Newsletters
IP Primers and Profile Brochures
Signage
