Here at 10 Associates we’re trying to help change perceptions of the legal industry through a rebrand that has been “the biggest shake up” of its client’s 30-year history.
The unveiling of the new name and new look for LCF Law – formerly Last Cawthra Feather, an established West Yorkshire law firm with offices in Leeds, Bradford and Ilkley – has brought regional and national acclaim for the team behind the creative.
“As a legal business, we knew we had to change or die,” says Yorkshire entrepreneur Ajaz Ahmed, founder of Freeserve and Legal 365 which is a joint venture with LCF Law. “We had to adapt in this highly competitive and changing industry so briefed 10 Associates to create a brand identity that clearly communicates our message to customers.”
The 10 Associates Brandschool™ process was utilised to involve LCF Law partners and employees in the rebrand process. The result was a shortening of the firm’s name and the introduction of the strapline “Law fair + square” which is used in all its marketing collateral from the office branding through to the website.
“We immersed ourselves in the client’s business, their values and their customers for over three months before presenting back the creative to the full legal team,” – David Worthington, 10 Associates Managing Director
“This has been a superb example of changing the culture in an established business. At the beginning of the process, the lawyers couldn’t visualise the change and needed persuading. Involving them in our Brandschool was key to our approach and now they can’t imagine ever going back.”
LCF Law has been inundated with emails and tweets from customers, the regional media and competitors following the launch of the new brand last week (14 January). David adds: “Creativity has never been more integral to the survival of an entire industry. ‘LCF Law fair & square’ isn’t just a rebrand, it is a catalyst for change across the legal landscape. Firms that don’t evolve will be overlooked as customers seek out businesses who communicate honesty, trust and engagement.”