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The Challenge
We were appointed to develop a future brand strategy when Phillips
Fox, a leading Australasian law firm, took the decision to move
away from a federated practice structure, and adopt a corporate
style of management with a central board and executive team.
The Approach
- A comprehensive brand audit, with extensive, one on one
internal and external stakeholder interviews, including the board,
executive, a selection of clients and partners from each centre,
and staff focus groups.
- Developing a forward brand strategy including brand
architecture, corporate personality and brand essence, and
recommendations for the future market positioning of the firm.
- Key message development for industry focus and legal competency
areas.
- Brief for visual identity development – based upon ‘breaking
the mould’ of other law firm brands to communicate the distinctive
Phillips Fox culture
- Instigated, and participated in, CEO-led Brand Steering Group,
developed multi-disciplinary brand project plan
The Outcome/Benefits
- Launch of a revolutionary new logo and visual identity
- Introduction of fresh new, firm wide, marketing and
communications material
- Established new firm wide marcoms procedures, a cohesive visual
identity, consistent key messages and focussed brand and design
management
- A more practical, and cost effective approach
- Brand strategy and brand architecture adopted as the basis for
developing HR policy and procedures manual to ‘Live the brand’ in
the future
- Strong internal support for the new Phillips Fox brand, and
external recognition
“We are grateful for the contribution of Transform iD. I have
no doubt that their contribution was vital in enabling us to
achieve a market leading brand that has had positive impact with
our people and our market sector.” – Kathleen Bailey-Lord,
Marketing Director.
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