A new look for Shoosmiths

A new look for Shoosmiths


Author: Alastair Gray

Shoosmiths today (6 August) revealed a different look for its brand and the launch of a new website.

The national law firm began reviewing its brand and building the new website more than 12 months' ago, and the changes have been timed to coincide with the firm becoming a Limited Liability Partnership (LLP).

It is Shoosmiths' first full brand review for nine years, since when it has added two new offices - Birmingham and Manchester - doubled turnover, launched its Access Legal consumer brand, and added a raft of high profile clients, including Hewlett-Packard, McDonald's and Marston's. The firm also recently announced that it is to merge with Scottish law firm Archibald Campbell & Harley in September, creating a 10th UK office.

Chief executive Claire Rowe explained the rationale behind the brand refresh: "The firm has been transformed since our 2002 strategic review, from a series of regional offices which operated independently, into an integrated national firm.

"We have chosen to grow organically to ensure that clients are never overtaken as a priority and by creating an environment in which our employees can flourish.

"We wanted our brand to reflect the reality of these changes, through redefining our proposition and refreshing our visual identity, as well as our aspirations for the future.

"The new website and materials will help clients understand more about us - our broad range of services, how we deliver them and why our people and culture are what differentiates us."

Clients and employees were involved throughout the review to help shape a new brand proposition and much of the design and implementation work has been undertaken by Shoosmiths in-house design and business support teams.

Rowe added: "Creating a brand with so much input from employees and clients creates ownership immediately. As our target audience, clients' views were obviously very important.

"Using our own talented teams to deliver most of the project means we have been able to manage the costs very closely and we intentionally timed the launch with LLP conversion to be as efficient as possible with our resources."

Shoosmiths' blue colour scheme has been replaced with one that is predominantly dark grey and lime green, and which features in a redesigned logo.

The new look, latest-technology (HTML 5) website, aimed at encouraging more interaction with target audiences, is at www.shoosmiths.co.uk

Brand agency SAS was brought in to help research and define the new brand proposition, while the Rufus Leonard agency helped with aspects of the new website.