Following a successful competitive 4-way pitch (including a national PLC), WDA were appointed to drive new business for one of Derby’s biggest law firms. WDA won the Smith Partnership Rebrand project after demonstrating a deeper commercial understanding of the sector and the business; and outlining a sound strategic approach to the complicated task of creating a unified brand platform which would work across all sectors of the firm.
This was to prove an incredibly demanding project from the off as we liaised with a whole host of stakeholders across many different departments, all with their own perspective on how the firm should be perceived, promoted and marketed; and all with different objectives.
After many months of consultation, WDA revealed a brand positioning and brand communications platform which was distinctive, memorable, and which strongly differentiated Smith from its competition; whilst working firm-wide to promote all parts of the business including both commercial and private client departments.
The new ‘In Your Corner’ brand positioning is the essence of being on someone’s side and of giving someone support and encouragement. Just the reassurance anyone needing legal services (often a ‘distress purchase’) wants to feel and the epitome of what sets Smiths apart; they work with you rather than for you and the service they deliver is built around individual needs rather than a standard one size fits all approach.
Exposure to a huge new audience
Almost immediately the rebrand went public, the most visible campaign being extensive Derby County Football Club promotions following a partnership deal which WDA helped secure – a substantial investment for the firm at the time. As Derby County’s preferred legal services partner the new ‘In Your Corner’ brand positioning was a perfect fit for the club due to the obvious parallel football analogy.
The new branding adorns the entire Family Stand area and other key parts of the stadium including external signage and even pitch side LED boards, exposing the new brand to tens of thousands of fans per match, plus many more viewers of the televised games. The work we did with DCFC also caught the attention of Derby’s No.1 estate agency Hannells who were so impressed they approached WDA to help out with their own club partnership programme.
In addition to DCFC, the ’In Your Corner’ brand positioning and visual identity has been rolled out across multiple channels and has been applied to lots of different marketing collateral including advertising, literature, display, online communications, event materials, signage, newsletters, and both partnership and sub / co-branded promotions (like HRLAW24 and @Claimsagainst – both also created by WDA). All this has helped leverage the rebrand and helped return a tangible commercial benefit to Smith Partnership.
WDA: Highly recommended by Smith Partnership
“Lee and his team at WDA are dedicated, committed and professional. Their creative skills are second to none. There is a constantly high level of dedication to ensure that all projects are delivered in a timely manner and achieve the brief set.
Lee has assisted my firm to deliver pitch documents, advertising, carry out research to seek to establish market share and brand awareness. Networking and awareness campaigns have been carried out by Lee and his team and all have been fantastic. Lee and his team have also assisted my firm to create online presence and developed online products in niche market areas.
Lee and his team at WDA are professional and dedicated. I highly recommend them.
– Claire Twells, Partner