Legal practice Awdry Bailey & Douglas can trace their history back to the 1750s but the opening of their new Swindon office in 2021 (added to existing offices in Chippenham, Devizes, Marlborough and Royal Wootton Bassett) was part of an ambitious growth plan. This is a company with strong roots but also a company that likes to look forward.
After winning a highly competitive tender process, Jazzbones’ exciting brief was to create a whole new brand, starting with the name and logo and then covering a new website, tone of voice, signage, digital assets, etc.
Before embarking on the creative process, we held a series of workshops with the client’s different teams, designed to really get to know the company and their DNA; where they are now and where they want to be in the short term and long term.
Part of the remit was to help the client avoid stereotypes about stuffy and old-fashioned solicitors; this would be reflected in everything from the modern colour palette, preferred font (a modern sans-serif) to the imagery (not staged, but focused on real people).
Everything started with the name. We came up with a number of options and after careful consideration the client opted for Awdry Law which is short, snappy and phonetically engaging (the ‘aw” in Awdrey rhyming nicely with the ‘aw’ in Law). Plus, the name tells you exactly what the firm does, whether it’s conveyancing law or family law.
Awdry Law prides itself on providing practical, down-to-earth legal advice that doesn’t bamboozle its clients with legal jargon. It is a people-first business, also reflected in the new brand slogan created by Jazzbones, ‘We speak your language’. Those four words reflect the company’s ethos in everything they do, from the way solicitors speak to their clients to every aspect of Awdry Law comms both internally and externally.
As part of our remit, we then created an extensive brand guidelines document which includes variations on the logo, and practical pointers on tone of voice, typeface, composition, colours, images, iconography, plus examples of how the branding can be rolled out across the website, advertising, social media, letterheads, business cards, brochures, etc.
This was an example of a forward-thinking project that was developed in a very consultative manner and the result is that Awdry Law are delighted with their new branding. From Jazzbones’ point of view, we look forward to an ongoing collaboration as the new branding is rolled out.
Tim Hotchkiss, Partner at Awdry Law says; "Rebranding, including renaming the company and adopting a whole new visual identity, has been a major project for Awdry Law. Nathan and his team at Jazzbones were passionate about the brief from the outset but were never too salesy - we felt very much part of the creative process which was important to us. Jazzbones’ creativity and attention to detail drove the project, and we could not be happier with the result. Thanks to Jazzbones, Awdry Law is ready to take the next step in our ambitious plans for growth".
If you would like to know more or if you would like to have a FREE brand review, then speak to one of our brand consultants today. Call our friendly team on 01793 847300 or email nathan @ jazzbones.co.uk