Foot Anstey are one the UK’s premier law firms, providing personal, practical and cost effective legal services across a variety of commercial sectors. In 2016, Foot Anstey came to Chalk + Ward to develop a new brand for their personal injury services, as well as support the launch of the new brand and its ongoing implementation.
Foot Anstey made the commercial decision to ring fence the personal injury service from their other legal services, creating an entirely separate entity. This new brand had no name, an unknown market position and loosely defined target audience, so we engaged in market research and branding workshops to help us interpret what Foot Anstey wanted to represent.
With a branding project like this, our first goal is always to develop the core values of the brand – who do they want to be and how can we communicate this?
To answer these questions, we have developed a proprietary Core Values session, which we ran collaboratively with Foot Anstey, determining their market positioning and their core proposition of providing expert legal advice in highly specialised personal injury cases.
Once this was established, we were able to begin devising a brand name that would echo this.
We worked through a variety of concepts with the client, eventually settling on ‘Enable Law’ and the strapline ‘Medical Negligence & Serious Injury Specialists’, supported by the brand message ‘In Your Corner’.
With this, we were able to create a logo and begin to outline the wider brand strategy and implementation. The initial platform for the Enable Law brand would be a new website.
As the first touchpoint for clients, it was absolutely essential for the website to deliver. Strategy is central to all of our services and digital marketing is no different, which is why we first discussed how the website needed to function and the different types of audience it needed to appeal to.
Personal injury is exactly that – personal. For many people, it is a deeply emotional experience, so the website needed to adopt both a sensitive and reassuring tone of voice, communicating with an incredibly varied audience.