The Starting Point
We looked at where Hugh James was currently positioned in the market alongside their key competitors. Briefing sessions with each of the departments in the business helped us to build an understanding of the services they offered and the needs and motivations of the different customer types who used them. These thoughts and insights were collected into a strategy document, which we shared with the marketing team at Hugh James.
Differentiating between law firms proved a challenge since they generally offer the same services. However, a law firm relies on the quality of its people, the work they deliver and the relationships that they build with their clients. From our research, we discovered that there was a certain type of person who worked at Hugh James. They shared common values, enjoyed their work and, most importantly, built trust and strong relationships with their clients. They did this by understanding exactly what their clients were going through so that they could find the legal solution that was right for them. This formed the basis for the strapline that we created for the brand.