Made to measure

Legal solutions that fit

At Allies Group we’re a creative agency that’s all about forward thinking content and marketing. So, when Swinburne Maddison tasked us with taking their brand identity to the next level, we knew that we had to come up with something that represented the things that make Swinburne Maddison one of our region’s most accomplished law firms. They’re a firm that isn’t afraid to stand-out from the crowd and that was what we set out to reflect in their new branding concept - ‘Made to measure’.

Swinburne Maddison is at an exciting point in its history. Enjoying a high level of demand across its entire service portfolio, exciting new recruits and a year-on-year increase in turnover, the business is cementing its position as one of the “go to” firms in the North East.

This brand development project will reposition Swinburne Maddison as a major player in the sector and help staff identify with their brand. Ultimately, our objective is to develop a brand that people get – instantly.

We wanted to shift the balance from dark to light, to flip the brand look and feel, and give the business a brighter outlook which stands out from its competitors. This new outlook had to represent a forward thinking law firm that isn’t afraid of being different.

The previous Elephant campaign was a solid concept, and much loved by the Swinburne Maddison team, but it had been around a little while.. It needed to be updated with something contemporary and fresh; a campaignable brand idea that could be utilised throughout the new look website and all other marketing collateral.

Building a strong and coherent story would sit at the heart of this project. Alongside the brand development we created a new campaign for the business. The Swinburne Maddison strapline ‘Legal solutions that fit’ tells us that the business has something for everyone, for every legal occasion.

The original brand tone of voice also gives a nod to tailoring and we felt this idea could be explored going forward as the next campaign and brand development piece.

We had many campaignable ideas to take to market but we all felt that utilising the current tone of voice to create a made to measure campaign was the correct direction to go. We couldn’t believe this was something that had never been explored before. So explore we did.

For ‘Made to measure’ we extended upon the tailoring theme, using headlines like ‘Made to measure legal solutions’ and ‘Legal services tailored to you’. We wanted this to highlight the dedication and personal service Swinburne Maddison offers to each client, with every service being delivered by specialist lawyers. Just like the level of bespoke service you would expect from a tailor.

This, accompanied by the new brighter illustrative/photography hybrid brand design, created an eye catching campaign and brand development project that simply cannot be ignored.

David Stubbs Creative Director, Allies Group

We wanted to shift the balance from dark to light, to flip the brand look and feel and give the business a brighter outlook which stands out from its competitors.