Keystone Law engaged us to help articulate its business and brand to clients, lawyers and the industry. To deliver, we had to get to the heart of the model.
Our team went through a detailed discovery process, to develop Keystone’s positioning built around three goals – building credibility, increasing relevance and driving differentiation.
We helped define and communicate business strategy to the market, in order to win over clients and attract a new wave of talent. We worked closely with the management team to develop clarity and consistency around the core propositions inside and out, combined with a repositioning of the brand.
The new brand thinking comes alive in the concept “Law Set Free”, which made its debut on the firm’s dynamic new website, designed and delivered by us.
The brand evidences a fresh new approach, not just to law but to business. Above all, it tells the story of a firm free to work around the individual needs of its clients, which makes for a liberating experience for its lawyers too.
The concept of “Law Set Free” as a tag line was extremely well received by the people within the firm and something that was used in its marketing from that point on. We then created materials that defined the strategy behind the business, an essential tool in conveying the business ethos to lawyers and clients alike.