Morisons Solicitors, based in Edinburgh and Glasgow, have just completed an ambitious repositioning and rebranding working with Nevis Design Consultants and brand alignment specialists Brand Vista.
Brand Vista initially worked closely with senior management at Morisons LLP to complete a strategic review of the firm. The aim of this review was to get to the truth about how Morisons are seen and find the clues to how they can stand out in the marketplace. Basically, an insight into how they operated and what we stood for. It was conducted independently by Brand Vista, and covered clients, prospective clients, Morisons’ own people and a range of industry commentators.
This part of the project also looked at the brand positioning of the firm, positioning that truly reflected where Morisons sit in the crowded legal marketplace in Scotland and positioning that was fully reflective of the 6 operating divisions and 2 geographic locations. This was summarised as: Client Centric, Straight Talking and Value Driven Legal Advice.
These 3 key positions were essential to the rebranding. They meant that Morisons could begin to differentiate themselves on a communications level not on the things THEY thought were strengths, but those recognised by their clients. It also confirmed the rebranding exercise was more about internal commitment than external design.
So to the final piece of the jigsaw was the external face. This needed to signal change, offer longevity, be distinctive and above all be unstuffy. Being unstuffy was perfectly executed with the commissioning of 7 illustrations by Toyko-based Stephen Lee, each of which highlighted an ethos that the firm holds dear.
David Huckell, design director at Nevis commented:
“The signature M is the cornerstone of the new identity and is used